Amazon Ads launches interactive video and pause ads on Prime Video in India

Amazon Ads has launched Interactive Video Ads and Pause Ads on Prime Video in India. These new formats are designed to allow viewers to engage with advertisements through various calls to action, such as ‘Add to Cart’, ‘Find out more’, ‘Get a quote’, or ‘Sign up today’.

Interactive Video Ads aim to transform passive viewers into active participants by allowing engagement at relevant moments. According to Amazon Ads, campaigns using these interactive formats in previously introduced markets have seen total purchases increase by more than 50 per cent and sales value rise by nearly 40 per cent compared to non-interactive campaigns.

Pause Ads provide similar interactive functionality by displaying an overlay while viewers have paused content, offering brands additional opportunities to engage the audience during the viewing experience.