At the annual Upfront presentation at the Beacon Theatre in New York City, Amazon Ads introduced new pause ads—a contextual advertising experience that dynamically tailors ad messaging to the content viewers are watching.
Amazon is integrating AI to ensure a seamless connection between brands and audiences, making ads feel less like interruptions and more like natural extensions of the entertainment experience.
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Prime Video is currently reaching over 130 million U.S. customers each month. With 88% of Prime Video viewers also shopping on Amazon, the tech giant is leveraging its vast first-party audience data to transform streaming advertising.
“Our ad formats are proven to drive measurable action on and off Amazon,” said by Alan Moss, Vice President of Global Ads Sales for Amazon Ads.
“Starting this year, we are introducing a contextual advertising experience that dynamically aligns the ad message with the content viewers are watching—creating a natural and relevant connection. Based on Amazon’s signals and fully addressable and authenticated audiences, we are uniquely positioned to offer viewers scene-aware ads as extensions of the entertainment experience, not interruptions,” he added.
New interactive and shoppable formats for advertisers:
AI-generated Contextual Ad Messaging:
Amazon is adding AI to empower its ad business; this innovation auto-generates hyper-relevant ad copy to make ads feel like natural extensions of what viewers are watching.
According to Amazon, when a customer pauses, a contextually relevant ad is immediately generated with messaging dynamically created to complement the on-screen content imagery.
Shoppable ads with real-time Amazon store information:
This shoppable format pulls in real-time retail information such as product details, pricing, deals, reviews, inventory availability, and Prime shipping details directly from the Amazon storefront to help customers make real-time purchase decisions with a click of their remote without leaving the content stream.
Expanded interactive formats for brands that sell off-Amazon:
For brands that don’t sell on Amazon, an expanded suite of interactive calls to action will be available, including location-based messaging, lead generation, like “get a quote” and “book an appointment,” and “subscribe now” buttons.
These will enable customers to send information directly to their phone and allow them to take the relevant action.
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At last year’s Upfront presentation, Amazon Ads introduced three new Streaming TV ad formats, leading to impressive results: a 30% lift in brand awareness, a 28% lift in purchase intent, and a 36% increase in orders.