Amazon Ads expands Prime Video advertising with Interactive Video and Pause Ads

Amazon Ads has introduced Interactive Video Ads and Pause Ads on Prime Video in India, giving advertisers new formats that allow viewers to take actions such as adding products to their Amazon.in cart, requesting information, getting a quote, booking an appointment or signing up. Interactive Video Ads include calls to action such as ‘Add to Cart’, ‘Find out more’, ‘Want more info?’, ‘Get a quote’, ‘Book an appointment’ and ‘Sign up today’. These options can direct viewers to Amazon.in or to external customer journeys, depending on the advertiser’s objective. Pause Ads offer similar interactive features, but the overlay remains available while viewers have paused the content. The formats are designed to allow viewers to engage with an advertisement beyond simply watching it. In markets where Interactive Ads have already been introduced, campaigns using the format have recorded more than 50% higher total purchases, more than 35% more new-to-brand purchases and nearly 40% higher sales value compared with campaigns without interactivity, according to Amazon Ads. Commenting on the development, Gulshan Verma , Director, Amazon Ads India, said, “Streaming has fundamentally changed the way audiences consume entertainment and advertising has evolved with it. With the introduction of Interactive Ads in India, we are giving brands a new way to turn moments of attention into meaningful action. Viewers can now engage with an ad at high-impact moments, whether it is to discover more about a brand, explore a product or add it to their cart. This brings together the power of storytelling and interactivity, helping brands create more relevant and actionable experiences for India’s increasingly engaged streaming audiences, especially during the season of festive shopping.” The formats also provide advertisers with campaign metrics such as open clicks and add-to-cart rates, alongside traditional measures including reach and brand uplift. The new formats are available to advertisers in India at no additional cost for a limited time. The launch follows the integration of the free video streaming service Amazon MX Player into Prime Video. The unified service offers Indian and international movies and shows, including Prime Video originals, Amazon MX Player original series, reality shows, micro-dramas and dubbed international content.