As Prime Video continues to see the number of ad-supported customers increase, Amazon has confirmed that it is investing more in its ad experience through the addition of new ad formats.
On the topic of reach, Amazon confirmed the streaming service now has more than 130 million ad-supported customers in the U.S. alone. To put this number into perspective, Amazon confirmed 115 million ad-supported customers in the U.S. this time last year, pointing to an increase of more than 15 million in the past year.
What’s more, 88 percent of Prime Video viewers have shopped on Amazon, according to Amazon.
New AI-Powered Ads Coming To Prime Video
With the reach continually increasing, Amazon appears to be ready to capitalize even more on the ad-supported experience. This is being achieved through the addition of new ad formats, including Contextual Pause Ads, which rely on the help of AI.
While Prime Video already makes use of Pause Ads (ads that are shown when the user pauses a video), the newer Contextual Pause Ads are designed to be far more relevant. That is, to advertise a brand or product that’s more closely related to the video currently paused, or what’s currently being shown on the screen at the time of pausing.
“Starting this year, we are introducing a contextual advertising experience that dynamically aligns the ad message with the content viewers are watching – creating a natural and relevant connection. Based on Amazon’s signals and fully addressable and authenticated audiences, we are uniquely positioned to offer viewers scene-aware ads as extensions of the entertainment experience, not interruptions,” said Alan Moss, Vice President, Global Ads Sales for Amazon Ads.
Along with more contextual ads, Amazon is also making its Shopping-based ads better too. Thanks to AI, the new and improved Shopping ads will include more detailed information on a product, including real-time pricing and shipping information from Amazon.
From what we understand, these two ad improvements are not necessarily going to be delivered separately. In other words, it is possible Prime Video users will not only begin seeing more contextually aware commercials, but the same commercials may also pull real-time pricing and availability information from Amazon.
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