Amazon will saturate Prime Video with advertisements

Amazon will saturate Prime Video with advertisements
Amazon will saturate Prime Video with advertisements

Amazon has detailed the three new ad formats for Prime Video, each designed to incorporate direct interactions during viewing. First format, ads in the form of interactive trivia: these ads will allow viewers to answer questions related to the brand while having the possibility of obtaining rewards, such as shopping credits on Amazon.

Ever more intrusive advertisements

The second format concerns advertisements displayed during breaks, which take direct interaction even further. When users pause content, they will see a translucent ad with brand messages as well as an “Add to cart” and “Learn more” button.

These ads, which remain on screen as long as the content is paused, significantly extend the interruption initially intended for a simple interlude. They turn a natural pause into a selling opportunity, which could be perceived as an invasion of the viewer’s personal space.

Finally, the shoppable product carousel represents the third format, it will allow viewers to navigate through a selection of products related to what they are watching or to general Amazon offers, directly with their living room remote control. This ad will automatically pause the viewed content when the user interacts with the carousel, and will only resume when the interaction is complete. A reinvention of teleshopping in a way…

What are presented as innovations intended to enrich interaction with viewers will in reality make the viewing experience heavier by increasing interruptions. Breaks will become extended ad windows that extend the “engagement opportunity” beyond traditional breaks.

This strategy will certainly be very lucrative for Amazon, but it will impose on viewers a potentially very invasive experience, where every interaction with the streaming service will turn into an advertisement. So of course, this will mechanically boost engagement with advertisers, but users risk getting tired of looking at a Christmas tree very quickly. And in the end, by being bombarded with advertising, they could simply turn away from Prime Video programs…

Alan Moss of Amazon Ads highlights the potential of these ads to boost marketing objectives at all levels. For users, the proliferation of interactive advertisements could feel less like an innovation than like an intrusion, reinforcing the perception that their available brain time is increasingly being monetized.

? To not miss any news on the Journal du Geek, subscribe on Google News. And if you love us, we have a newsletter every morning.

-

-

PREV iOS 18: what AI has in store for us on iPhone
NEXT The next Xbox would like to serve as an example for Windows portable consoles