- Amazon on May 12 announced several recent ad formats for Prime Video, per details shared with Marketing Dive. The news was timed to the corporate’s second annual upfront presentation.
- A brand new pause ad format uses artificial intelligence (AI) to generate contextually relevant ads that pair dynamically created messaging with on-screen imagery. Additionally, a brand new shoppable ad format pulls from real-time Amazon store information, while expanded interactive formats with different calls to motion are targeted at brands that don’t sell on the platform.
- Amazon also announced that Prime Video’s average monthly ad-supported reach is greater than 130 million U.S. customers, with engagement increasing nearly 40% in monthly ad-supported viewing hours.
Amazon’s second annual upfront built on the inaugural edition, upgrading from Pier 36 and relocating to the Beacon Theatre (with a swanky afterparty at the New York Public Library). Featuring Hollywood stars including Arnold Schwarzenegger, Michael B. Jordan, Jamie Lee Curtis, Jason Momoa, John Cena and Dave Bautista (together with sports-podcast-brewing mavens the Kelce brothers) the presentation allowed the tech giant to point out off results that it achieved during its first full yr of promoting on Prime Video — and promise recent growth ahead.
“We are seamlessly integrating every touch point to actually take guess work out of media planning and buying,” said Tanner Elton, vice chairman of U.S. ad sales at Amazon, at the event. “Amazon is a one-stop shop for all of your needs… essentially the most efficient ads within the industry, with the facility of precision, insight and performance.”
Along with sharing Prime Video’s ad-supported reach and engagement figures, the corporate reported that a mean of 88% of viewers on the service have shopped on Amazon. Overall, the corporate boasted a mean monthly ad-supported audience of greater than 300 million within the U.S., up from 275 million last yr.
New ad formats look to make use of the facility of generative AI to create more contextually relevant pause ads. A viewer watching a scene in “The Summer I Turned Pretty” where a personality is on the phone getting relationship advice from her mother could possibly be served a T-Mobile ad with copy about “heart-to-heart” conversations, per an example shared by Alan Moss, vice chairman of worldwide ad sales for Amazon Ads.
Additional formats seek to offer higher options to brands which can be each endemic and non-endemic to the platform. Real-time shopping ads pull from Amazon’s troves of information and provides viewers the possibility to make purchases with a click of their distant. For brands that don’t sell on Amazon, recent interactive formats serve up quite a lot of calls to motion, including location-based messaging, lead generation (like “get a quote” and “book an appointment”) and “subscribe now” buttons.
Last yr, Amazon Ads debuted three recent formats — shoppable carousel ads, interactive pause ads and brand trivia ads — that positively support upper- and lower-funnel impact, including a 30% lift in brand awareness and a 28% lift in purchase intent, per a Kantar study shared by the corporate. The recent formats look to construct on those gains.
“Our ad formats are proven to drive measurable motion on and off Amazon,” Moss said in a press release. “Based on Amazon’s signals and fully addressable and authenticated audiences, we’re uniquely positioned to supply viewers scene-aware ads as extensions of the entertainment experience, not interruptions.”
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