Jeremy Helfand, a seasoned executive with a background at Disney and Hulu, has been appointed as the Vice President and Head of Advertising for Amazon’s Prime Video platform. Helfand, known for his innovative work in developing streaming-specific ad formats, disclosed his new role via a LinkedIn post.

According to The Variety, this move comes ahead of Amazon’s anticipated launch of an ad-supported tier on Prime Video, set to become the default subscription level for users. The company’s strategy involves offering an ad-supported plan as the standard option, while viewers seeking an ad-free experience will have the option to pay an additional fee annually.

During his tenure at Hulu and Disney, Helfand played a pivotal role in introducing tailored ad formats for streaming, such as “pause ads” that appear when a user pauses content.

Amazon’s move to bring in seasoned advertising professionals mirrors similar industry trends, with media giants like NBCUniversal and Netflix also securing veterans to bolster their streaming advertising efforts.

NBCUniversal recently recruited Alison Levin from Roku to drive ad support for its major properties, while Netflix brought in Peter Naylor from NBCU and Hulu to lead its ad-supported tier’s sales initiatives in 2022.

While Amazon has already demonstrated success in ad sales, often commanding high prices and volume, Helfand’s expertise in crafting innovative ad formats tailored for streaming audiences could further enhance the platform’s advertising strategies.

The company has previously sold out commercial inventory during high-profile streaming events, showcasing a willingness to create interactive ads that drive viewers toward purchases on its e-commerce platform.

Jeremy Helfand’s experience and track record in developing new ad formats for streaming audiences position him well to navigate the evolving landscape of advertising within Amazon Prime Video.