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Amazon Prime Video Is Getting New Interactive Ads And Pause Ads


Prime Video Ad break displaying ad time remaining

Amazon is already preparing to introduce new ad types to its Prime Video streaming service, including pause ads. The new ad types will build on the existing ad experience that was added to Prime Video earlier this year. 

Shoppable carousel ads, Interactive pause ads and Interactive brand trivia ads were officially introduced this week, ahead of Amazon’s upfront presentation which takes place next week. As their names suggest, all three new ad formats are designed to offer a more interactive experience.

Here’s how Amazon describes the new ad formats: 

  • Shoppable carousel ads, which make it easy for customers to browse and shop multiple related products on Amazon during ad breaks on Prime Video. Brands can present a sliding lineup of their products that customers can explore on Amazon and add to their cart using most living-room remotes. The ad automatically pauses so that customers can browse, and automatically resumes play when ad interaction has stopped.
  • Interactive pause ads, which enable customers to discover and engage with brands when they decide to pause the show or movie they’re streaming. When viewers press pause on their living-room remote, they will see a translucent ad featuring brand messaging and imagery, along with an “Add to Cart” and “Learn More” creative overlay. These ads extend the engagement opportunity beyond a traditional ad break, as the interactive overlay is available to customers for as long as the content is paused. With a click of their remote, customers can easily add the product to their Amazon cart, get more information sent to their email, and resume their stream at any time.
  • Interactive brand trivia ads, which help advertisers elevate their storytelling by entertaining customers with factoids about their brand while giving them the opportunity to shop on Amazon, learn more about services and products, and even unlock rewards. Customers can use their living-room remote to add a product to their cart, request information via email, and claim rewards like Amazon shopping credits with the purchase of eligible items.

The adoption of more interactive ad formats is becoming increasingly common. Just last week, Fubo announced it was also introducing Interactive Ads, alongside Enhanced Banner Ads, Pause Ads and Marquee content sponsorships.

In Amazon’s case, there is the obvious additional benefit of being one of the retailers, making the new ad types all the more noteworthy. All three, for example, will come with the option of purchasing the advertised product on Amazon. 

Amazon Ads continues to reimagine the streaming TV experience with interactive ad formats that are seamlessly shoppable and help advertisers meaningfully connect with customers,” said Alan Moss, vice president of global ad sales for Amazon Ads.

While Amazon hasn’t specified exactly when the new ad formats will roll out to Prime Video, the company did confirm that they will be available to advertisers in the upcoming broadcast year.

John Finn


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