Introduction to Amazon Ads’ Interactive Video Ads
Amazon Ads is set to introduce Interactive Video Ads by the end of 2025, aiming to bridge the gap between brands and consumers through full-funnel campaigns from product awareness to purchase.
Details of Interactive Video Ads
During the first Upfront in Mexico City, where Amazon Ads unveiled advertising solutions for their entertainment portfolio, Carlos Fanjul, General Manager of Amazon Ads Mexico, explained that these ads will now directly engage consumers.
With a brand appearing on-screen, users can interact and with a voice command, QR code, or remote control, they can access the product and add it directly to their Amazon shopping cart.
“These ads address the need for customers to connect entertainment premium worlds with commerce, and simplify the user experience for product discovery,” said Fanjul in an interview.
He further explained that in the United States, where interactive ads from Amazon have been active for a year, there are 10 times more product page views and 10 times more conversions compared to non-interactive formats.
“They have a very high effectiveness… We’ve seen in the US—already tested and proven—that when users see the ad, conversions or sales are 10 times greater,” Fanjul added.
Interactive Video Ads aim to create a bridge for users to learn about a brand or product and purchase it faster, shortening the path between premium streaming content and shopping experience.
Sophisticated Advertisers and Audience Challenges
Fanjul mentioned that clients are becoming increasingly sophisticated and seek innovation, especially in a more uncertain business environment where businesses are more short-term and demand more information about audiences and campaign performance to make informed decisions.
He also highlighted the challenge of capturing audience attention due to high media fragmentation and audience atomization in Mexico, with numerous entertainment options and consumption methods.
Moreover, there is a “multi-device and highly distracting context” as users can be connected via computer while attending mobile notifications.
This makes it increasingly difficult for brands to reach audiences with a noticeable, understood, and valued message.
Impact of Organic Advertising
During the presentation of Amazon Ads’ novelties, other ways were demonstrated on how advertisers interact with audiences through premium entertainment.
For instance, they showcased L’Oréal París‘s organic integration of one of its products within Prime Video’s content, ‘Mentiras, La Serie’, making it appear more like content than advertising.
This campaign resulted in a 19% increase in users’ purchase intent, along with a 24% rise in product recognition and a positive perception of the brand, as well as tripling spontaneous brand awareness.
Prime Video’s premium content includes original productions, live sports, interactive streaming experiences, and shoppable content.
Prime Video reaches over 14 million users monthly in Mexico through its ads, marking a growth of more than 27% compared to the 11 million users recorded just over a year ago.
Half of Prime Video’s audience in Mexico falls between 18 and 35 years old, with users consuming around 23 hours of content per month on Prime Video.
“These are audiences discovering new brands, entering new categories, forming their purchasing patterns—sometimes offline and sometimes their first e-commerce shopping carts. It’s critically important for brands to be present here,” commented Fanjul.
“Constantly listening to customers allows us to understand where we should innovate, and this launch by Amazon Ads is an example of that,” he added.
Preventing Ad Saturation and Advanced Measurement Tools
To avoid ad saturation in streaming content, Fanjul explained that Amazon displays relevant and personalized ads based on users’ interests and limits ad frequency.
During the Upfront, Amazon Ads also presented new third-party measurement tools and partnerships with Dynata (brand awareness studies), Lumen (attention analytics), and Latitude (creative sentiment evaluations).
These tools, combined with Amazon Ads’ own, assist brands in understanding campaign performance from brand awareness to purchase.
They also announced using proprietary data through Amazon Marketing Cloud to enhance campaign performance and integrating Disney+ ad spaces into Amazon DSP in Mexico.
Key Questions and Answers
- What are Interactive Video Ads? Interactive Video Ads enable consumers to engage directly with brands during video content, facilitating product discovery and purchase.
- When will Interactive Video Ads be available? Amazon Ads plans to launch Interactive Video Ads by the end of 2025.
- How do Interactive Video Ads benefit brands? These ads increase product page views and conversions, offering a more organic and integrated advertising experience.
- What challenges does Amazon Ads address? The platform tackles low audience attention spans and media fragmentation by delivering relevant, personalized ads.
- What measurement tools does Amazon Ads offer? Amazon Ads provides advanced measurement tools, including brand awareness studies by Dynata, attention analytics from Lumen, and creative sentiment evaluations by Latitude.
