Fire TV banner ads expanding to include physical products
November 7, 2023 | by b1og.net
Amazon is expanding its advertising reach on Fire TV by adding banner ads for physical products. Previously, the Fire TV interface only promoted streaming video content, but now users will be exposed to ads for items like earbuds and apparel in the top feature carousel. Additionally, ads will also be displayed alongside organic search results in the search pages. While Fire TV has already been heavily laden with display advertising, these new formats will make it feel even more like a marketing billboard in your living room. Amazon’s aim is to enhance the visibility of sponsored content and provide advertisers with prime real estate on the platform.
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Fire TV banner ads expanding to include physical products
Amazon is introducing new ways to incorporate advertising into the Fire TV interface. One of the major changes includes the expansion of ads in the Fire TV feature carousel. Previously, the feature carousel only promoted streaming video content, but it will now display ads for physical products such as earbuds and apparel. This expansion will make Fire TV devices feel more like a billboard in your living room.
Additionally, Amazon is bringing ads into its search results pages, where they will appear alongside organic search results. This is a significant departure from the previous ad-free search results pages. Sponsored listings will be labeled as such to distinguish them from other search results.
Compared to other streaming platforms, Fire TV devices have always been heavier on display advertising. They feature sponsored screensavers and banner ads that often disrupt navigation. With the introduction of these new ad formats, Fire TV will have even more advertisements than other platforms. This article will discuss the expansion of ads on Fire TV and compare it to other major streaming platforms.
Feature Rotator ads
The “Feature Rotator” is the term used by Amazon to describe the carousel of promotions at the top of the Fire TV home screen. These carousel ads were previously reserved for streaming services to promote their movies and shows. However, Amazon is now opening up carousel ads to other companies, giving brands like American Airlines, Cheetos, Hyundai, or Levi’s the opportunity to advertise. These ads will have a video component and will start playing automatically when users scroll up into the carousel.
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More sponsored content slots
Amazon is expanding advertising to its search results pages, which were previously ad-free. The new ad format, called “Sponsored Tile,” will appear directly next to the top search result for a given query. Sponsored Tiles will be mixed in with organic search results, allowing advertisers to target specific search queries. These sponsored listings will be labeled as “sponsored” to help users distinguish them from other search results.
Do Fire TV devices have more ads?
Compared to other streaming platforms, Fire TV devices have a higher number of ads. Amazon has been more aggressive in selling off portions of its interface for advertising purposes. While other platforms like Roku and Google TV also include banner ads and sponsored content, Amazon’s Fire TV devices have more prominent and intrusive ads. Roku devices, for example, include a banner ad that does not interfere with navigation, and Google TV devices include sponsored content in the top carousel. On the other hand, devices like Chromecast and Walmart’s streaming boxes have minimal to no sponsored content. Apple TV remains relatively ad-free, with no banner ads and minimal promotion of Apple TV+ content.
Video component in carousel ads
The new carousel ads on Fire TV will include a video component. As users scroll up into the carousel, the video will automatically play. This feature allows advertisers to get their video commercials in front of Fire TV users the moment they turn on their TVs, regardless of what content they intend to watch.
Disabling autoplay ads
Users have the option to disable autoplay ads on Fire TV devices. Autoplay ad settings can be found in the Fire TV settings under Preferences > Featured Content. Disabling autoplay ads allows users to customize their Fire TV experience according to their preferences.
Expansion of ads to search results pages
Amazon is expanding ads to its search results pages on Fire TV. Previously, these pages were ad-free, but now sponsored listings will appear alongside organic search results. Sponsored Tiles will be labeled to help users distinguish them from other search results. This change allows advertisers to target specific search queries and integrate their ads into the search results.
Appearance of sponsored tiles
Sponsored tiles will be distinguished from organic search results to ensure users are aware of the sponsored content. While Amazon separates sponsored tiles into their distinct rows on the home screen, the new search ad format will mix sponsored tiles with organic search results to target specific queries. This integration aims to provide a seamless user experience while still maintaining transparency in advertising.
Labeling of sponsored listings
To ensure transparency, sponsored listings on Fire TV will be clearly identified as sponsored content. The use of labeling establishes a distinction between ads and organic search results. Clear identification of sponsored listings helps users understand the nature of the content they are engaging with, promoting transparency in advertising.
Changes in Fire TV’s interface
The expanded ads on Fire TV will have a significant impact on the overall interface. Fire TV devices will feature more prominent ads compared to other streaming platforms. This increase in advertising will balance the value provided by Fire TV devices with the presence of ads. Users should consider these changes when deciding whether Fire TV devices align with their preferences and intended user experience. The article will also compare Fire TV’s interface changes with other major streaming platforms.
In conclusion, Amazon’s Fire TV devices are expanding their advertising efforts by including physical products in the feature rotator ads and adding more sponsored content slots in search results. Fire TV devices already have more ads compared to other streaming platforms, with prominent banner ads and sponsorships. The introduction of a video component in carousel ads and the ability to disable autoplay ads gives users some control over their ad experience. The expansion of ads in search results pages will allow advertisers to target specific queries while maintaining transparency through clear labeling. Overall, these changes in Fire TV’s interface come with both benefits and considerations for Fire TV users.
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