Different types of ad formats are coming to Prime Video in the UK shortly, Amazon confirms, as it heralds the success of its advert roll-out.
Earlier this year, Amazon began rolling out adverts to its Prime Video service, to those who don’t pay an extra premium to keep their viewing ad-free. It’s sometimes done pretty clumsily, with the haunting The Zone Of Interest landing on the Prime service just as the ads were going live. A sudden stop in the middle of a film like that to sell an upbeat product was, well, let’s say on the jarring side. But still, Amazon has been championing the success of the broader ads that it offers at a UK event.
As per Deadline, it’s been quoting statistics that suggest 19 million viewers in the UK are within its reach, and that 52% of Prime Video viewers don’t watch paid-for TV.
Phil Christer is the managing director of Amazon Ads UK, and he told an assembled crowd that “last year we celebrated the news that we were bringing ads to Prime Video’s premium entertainment content in the UK”, before outlining the impact of them.
Still prefer films and TV shows to the word ‘content’, but that feels a battle long lost.
Christer, interesting, has also unveiled the new ad formats that Amazon is making available to advertisers going forward. These will include stoppable carousel ads, and interactive pause adverts too. Hit the pause button, and it sounds as though Amazon will try and sell you something.
“By combining award-winning TV series and films, billions of first-party signals, and leading ad tech, we are helping brands deliver relevant ad experiences at an entirely new scale”, Christer enthused at the presentation event.
Those who wish to watch Prime Video without advertising need to pay a £2.99 monthly additional fee on top of their Prime subscription. The majority of Amazon’s subscriber base choose not to do so.
No word yet on when the new ad formats become live, but don’t expect it to be long…
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