Amazon Ads is bringing interactive advertising to Prime Video in India with two new formats designed to move viewers from watching an ad to taking action without leaving the streaming experience. The new Interactive Video Ads and Pause Ads allow viewers to respond to advertisements using their remote. Depending on the campaign objective, brands can prompt actions such as “Add to Cart”, “Find out more”, “Get a quote”, “Book an appointment” or “Sign up today”.
Interactive Video Ads appear while content is playing, allowing viewers to engage with the advertisement at the point of exposure. Pause Ads, meanwhile, appear as an interactive overlay when viewers pause the content, giving advertisers another opportunity to drive a response. The formats are designed to support different customer journeys. For campaigns that lead to Amazon.in, viewers can be directed towards actions such as adding a product to their cart, while campaigns leading to destinations outside Amazon can use calls to action such as requesting information, booking an appointment or signing up.
“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.”
Beyond reach and brand uplift, the formats give advertisers access to campaign-level signals including open clicks and add-to-cart rates, providing a clearer view of how viewers respond to an ad. The interactive formats are currently available to advertisers in India at no additional cost for a limited period, ahead of the festive shopping season. The launch also comes as Amazon continues to bring its streaming ecosystem closer together following the integration of Amazon MX Player into Prime Video. Advertisers can access content across both services, including Prime Video Originals, Amazon MX Player original series, reality shows, micro-dramas and dubbed international content. With interactive formats now added to the mix, Amazon Ads is positioning Prime Video as a space where streaming advertising can extend beyond passive viewing and create a more direct path from attention to action.
