Amazon Prime Video is set to debut shoppable ads this year, as part of a new range of interactive advertising formats. David Amodio, Head of Video Sales Specialists Northern EU, announced this at the Connected TV World Summit, highlighting Amazon’s focus on creating highly relevant and engaging advertising experiences.
“Some of them have already launched in the US and have seen some great results over there,” he said. Amodio detailed the first format: an interactive ad overlay. “So, if you just set the scene, if you sat on the sofa and the ad for those headphones pops up, then there’ll be an interactive overlay your screen and will allow you to simply add to your basket.” The process is designed to be seamless, using the viewer’s existing Amazon login, keeping them within the Prime Video player. “It’s a very seamless process, very user friendly for the viewer,” Amodio confirmed.
A second format is a pause ad, already a common feature in traditional broadcasting. Finally, there’s the Shoppable Carousel, allowing viewers to navigate through products using their remote control. “I think what we’re bringing to the table is a layer of shopability that hasn’t really existed at this scale before,” Amodio added.