Amazon Ads launches new Interactive Ads on Prime Video India

Amazon Ads announced the launch of new advertising formats on Prime Video in India: Interactive Video Ads and Pause Ads. By connecting the powerful reach of Prime Video with a variety of interactive ad formats, advertisers can turn passive viewers into active participants, regardless of where viewers are in their shopping journey.

The new interactive ad formats feature variety of calls to action, including ‘Add to Cart’, for customers who want to add an item to their Amazon.in shopping cart, as well as ‘Find out more’ and ‘Want more info?’ for customers who want to find out more about a product or service, or ‘Get a quote’, ‘Book an appointment’ and ‘Sign up today’ for brands looking to drive discovery of a product or service where the customer journey doesn’t end on Amazon.in. Interactive Video Ads benefit both brands and viewers by providing a more engaging and active experience. This higher level of engagement leads to better brand recall, longer viewing times, and improved conversion rates than traditional video content. In countries where Interactive Ads have already been rolled out, campaigns using this format have delivered over 50% higher total purchases, over 35% more new-to-brand purchases and nearly 40% higher sales value compared to campaigns without interactivity[i]. Pause Ads offer the same functionality as interactive video ads but extend the engagement opportunity beyond a traditional ad break, as the interactive overlay is available to customers for as long as the content is paused.

“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,” said Gulshan Verma, Director, Amazon Ads India. “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.”

With Interactive Ads, brands gain access to insights about their campaign performance, including open clicks and add-to-cart rates, helping advertisers to better understand exactly how their campaigns are generating real business results, like sales or sign-ups, alongside traditional brand building metrics like campaign reach and brand uplift.  The new formats are now available to advertisers in India at no additional cost for limited time, giving brands an opportunity to engage audiences through video advertising during the festive season, when streaming and shared entertainment become an important part of the consumer experience.

With the integration of the free video streaming service Amazon MX Player into Prime Video, the unified service now offers a deeper, richer selection for an even wider base of audiences in India, with a variety of Indian and international movies and shows. The new service creates a new single destination for advertisers to engage Prime Video’s premium audience, and Amazon MX Player’s expansive reach, across free and premium content, including local Prime Video originals, Amazon MX Player original series, unscripted reality shows, micro-dramas, and a rich selection of international dubbed content.