When he launched the ads on first videos in January 2024, Amazon promised a less intrusive experience with only two or three and a half minutes of advertising per hour.
Less than 18 months later, this load doubled, discreetly reaching 4-6 minutes per hour, according to the documents and media buyers consulted by Adweek.
The change has not been disclosed to the general public
Satisfied advertisers
The increase can involve lower CPM, which satisfies advertisers, especially in a more controlled cost environment. According to analysts, this also facilitates niche scale segmentation using platform data.
However, there is caution: the impact on the user experience is still uncertain. There are also criticisms of Amazon’s lack of transparency as regards the measurement of the results outside of its ecosystem. For some advertisers, this is a more limiting factor than the price.
Amazon said that his attention remains the quality of advertising experience, not just the volume of ads. However, the increase marks a new stage in the commercial maturation of the main video.
The video of Post Prime doubles the amount of ads displayed for the first time appeared in digital look.
Source: Olhar Digital
Rose James is a Gossipify movie and series reviewer known for her in-depth analysis and unique perspective on the latest releases. With a background in film studies, she provides engaging and informative reviews, and keeps readers up to date with industry trends and emerging talents.
