Amazon Ads has announced the launch of Interactive Video Ads and Pause Ads on Prime Video in India, giving advertisers new ways to engage viewers and connect video advertising with actions such as shopping, product discovery, lead generation and sign-ups.

According to a press release, the new formats are designed to allow viewers to interact with advertisements while watching content on Prime Video. 

The formats include multiple calls to action, including ‘Add to Cart’ for customers looking to add products directly to their Amazon.in shopping cart, as well as ‘Find out more’ and ‘Want more info?’ for product or service discovery.

For brands whose customer journey extends beyond Amazon.in, the formats also support calls to action such as ‘Get a quote’, ‘Book an appointment’ and ‘Sign up today’. This allows advertisers across different categories to use Prime Video campaigns for objectives beyond direct product purchases.

Interactive Video Ads are designed to turn viewers from passive audiences into active participants by allowing them to engage with an advertisement at relevant moments.

Amazon Ads said campaigns using Interactive Ads in markets where the format has already been introduced have recorded more than 50 per cent higher total purchases, over 35 per cent more new-to-brand purchases and nearly 40 per cent higher sales value compared with campaigns without interactivity.

Pause Ads extend the same interactive functionality beyond conventional advertising breaks.

The interactive overlay remains available while viewers have paused the content, giving brands an additional opportunity to engage audiences during the viewing experience.

Gulshan Verma, Director, Amazon Ads India, said streaming has changed how audiences consume entertainment and that advertising is evolving alongside those viewing habits.

He said the introduction of Interactive Ads in India would allow brands to turn moments of audience attention into actions such as discovering a brand, exploring a product or adding an item to a cart.

Interactive Video Ads and Pause Ads are now available to advertisers in India at no additional cost for a limited period. The rollout comes ahead of the festive season, when streaming and shared entertainment typically become an important part of the consumer experience.

The launch also comes as Amazon integrates its free video streaming service Amazon MX Player into Prime Video.