By Kayla DeKraker
Amazon is taking steps to cure “ad fatigue” on their Prime Video streaming platform.
But what exactly is ad fatigue? It’s seeing the same ad — over and over and over again.
The problem has become increasingly more noticeable as streaming services embrace ad-supported models. Viewers often encounter the same commercial multiple times during a single episode.
Amazon believes personalization and automation can solve this issue. Instead of repeatedly showing identical ads, the company plans to modify elements such as messaging, product selections and interactive features based on a viewer’s interests and shopping habits.
“Advertisers often use a one-size-fits-all creative, presenting the same ad to each viewer every time,” said Fabrice Rousseau, director of CreativeX, a division of Amazon Ads. “‘We want to allow advertisers’ to use technology to unleash ‘creative variants,’” he added, per Variety.
Related: Amazon Prime Video’s Ads to Become More Invasive
He added, “With streaming TV becoming larger than traditional TV, I think this is a moment when we are starting to reinvent TV advertising for connected TV.”
Rousseau said that viewers have even been sending in complaints about the repetitive ads.
“We hear it from viewers. We hear it from publishers. We hear it from advertisers,” he explained. “Each time the ad is different, it captures more attention.”
Variety said that Amazon’s new features plans to give viewers choices as to what type of ads they get.
“Amazon’s technology would let advertisers pick from different interactive options such as ‘Add to Cart,’ ‘Send to Phone,’ ‘Save to Cart’ or ‘Visit Brand Store’ or let advertisers make use of a format known as a ‘squeezeback,’ in which viewers watch a commercial even as they can still see live action from the show they were already watching,” the outlet explained.
Rousseau said, “Not only does it help advertisers create a better ad each time, it also reduces viewer ad fatigue. Because they see different ads, which increases engagement.”
Many companies are praising the new ad strategy, stating that it will bring more traffic to their business.
In a statement, The Hersey Company said, “Dynamic TV Creative allows us to deliver the right message at the right moment, turning a single creative asset into a more personalized experience that moves shoppers through the funnel more efficiently while connecting upper-funnel media to real purchase outcomes.”
Interactive ads have been growing on many different platforms, and experts believe the engagement is important.
Emarketer stated, “Interactive formats, including gamified experiences, QR codes, and polls, are gaining traction among marketers: 41.8% currently use interactivity as a part of social and CTV ad strategies, while over half (52%) of US brands and agencies expect to use interactive features in at least 26% of their ads this year.”
How will consumers respond to these new engaging ads? Will they still find them invasive or be thankful that they aren’t repetitive? Only time will reveal how viewers respond.
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