Observed Signal · Jan 9, 2026 · Conference Presentation · Source: AdExchanger · Impact: 2/5 · Sentiment: Positive
Amazon Ads Shares Interactive Video Best Practices at CES
At CES 2026, Amazon Ads presented new research and practical guidance on interactive video ads, co-reported with Publicis Media. Maggie Zhang, head of global video measurement GTM at Amazon Ads, told AdExchanger that simplicity drives engagement—viewers prefer quick, in-stream actions such as add-to-cart that don’t interrupt the video experience. Zhang recommended that marketers explore interactive opportunities on Amazon Prime Video and prioritize certain genres shown to generate higher engagement when planning 2026 video strategies. The session emphasized straightforward call-to-action mechanics to improve impact without disrupting viewers.
Provides actionable best practices and research from a major ad platform (Amazon Ads) about interactive video/CTV creative and targeting — useful for marketers planning 2026 video strategies but not a major platform policy or technical change.
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Key Takeaways & Evidence Grounding
- Amazon Ads presented research on interactive video ad performance at CES 2026.
- Publicis Media collaborated with Amazon Ads on the research referenced in the session.
- Maggie Zhang (head of global video measurement GTM, Amazon Ads) advised that simplicity—e.g., quick add-to-cart flows—is key for interactive video ads.
- Amazon recommends exploring interactive ad opportunities on Amazon Prime Video and targeting specific content genres to boost engagement.
Connected Companies & Entities
2 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Interactive Ads Boost Engagement and Brand Impact
AdExchanger reports on new research conducted with Publicis Media and Latitude examining interactive video ads across multiple formats and CTAs. The study surveyed more than 7,800 people nationwide and involved ten brands, including some that sell on Amazon and some that do not, and was released during CES. Findings show that when viewers can interact—such as adding items to cart, exploring products, or requesting more information—ads command more attention, engagement, and perceived relevance, translating to impact across the marketing funnel. For brands that sell on Amazon, interactive ads yielded 7-point lift in noticeability, 9-point lift in convenience, and 11-point lift in perceived innovation for add-to-cart CTAs, especially when paired with Prime Day deals. The research also found lifts of 3-4 percentage points in brand opinion, consideration, purchase intent, and recommendation for Amazon sellers, and a 4-point lift in brand opinion for non-Amazon brands. Practical takeaways emphasize simplicity, content-format alignment, CTAs aligned with the audience journey, and budget for testing interactive formats in 2026.
Amazon Shoppable Video Ads turn TV into cart
Amazon Shoppable Video Ads are an interactive extension of traditional streaming-TV ads, expanding across Prime Video, Twitch, Fire TV Channels, live sports, and select third-party publishers. The format adds a live information box, allowing viewers to access product details, prices, and Prime options, and to perform actions such as adding items to the cart or requesting more information without interrupting the video. Campaigns are built in the Amazon DSP with no minimum budget, offering CTAs like 'In den Einkaufswagen' (Add to Cart) or 'More Information'; products can be linked via ASIN, requiring an Amazon seller account. Videos can be uploaded in portrait or landscape for cross-device optimization, and KPIs include ROAS, clicks, conversions, impressions, CTR, and Detail Page Views. First-party data enable precise targeting, and non-Amazon sellers can leverage the feature by sending information via email. A German ARD/ZDF study notes Prime Video’s popularity in Germany as a context for potential reach.
Amazon Prime Video Ads Thrive: New Features Ahead!
ADZINE interviewed Nils Gräf about Prime Video with ads after its first year. In the EU5 region (Germany, UK, France, Italy, Spain), 80% of Amazon Ads customers who booked Prime Video ad inventory in the first six months subsequently booked additional Prime Video campaigns in the following six months. Prime members can choose between an ad-supported tier and an ad-free option for €2.99 per month, with the majority remaining on the ad-supported plan. Gräf notes Prime Video ads are most effective as part of a full-funnel strategy, citing HP and Unilever/Magnum as successful examples. For 2025, Amazon announced interactive formats: Interactive Video Ads and Interactive Shoppable Carousels, plus Pause Ads that use QR codes or a learn-more overlay; Shoppable Carousels are limited to brands with products in the Amazon Store. Additional developments include enhanced targeting across streaming, shopping, and browsing signals, Reach Planner integration with AGF data, and expansion of the Amazon Marketing Cloud with High Value Audiences and Optimal-Frequency analyses. Also highlighted were AI-driven tools like a cloud SQL generator and a Video Generator, with content focus on premium TV, films, and live sports.
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