The rollout of Prime Video ads will initially commence in the US, UK, Germany, and Canada, followed by expansion to France, Mexico, Spain, Italy, and Australia. IPG Mediabrands will provide support across all these regions in 2024.

Main details of Amazon and IPG Mediabrands deal

Eileen Kiernan, global CEO of IPG Mediabrands, expressed excitement about the collaboration. He highlighted Amazon’s unique opportunity for comprehensive consumer outreach. The partnership aims to integrate marketing strategies with Prime Video audiences globally. It also offers new ad formats and content sponsorships in different regions.

Amazon Ads will provide IPG Mediabrands’ clients access to valuable data on Amazon customers. They also offer advertisers opportunities for customization and effectively reaching audiences. Prime members will also have the choice to subscribe to an ad-free version of Prime Video.

According to Alan Moss, VP of Global Sales at Amazon Ads, we are gradually introducing ads in Prime Video content. It will become a significant premium ad-supported service in many countries. This positions Prime Video to provide brands with unparalleled reach and frequency to support their business objectives.

How will it impact the users?

Alan Moss, VP of Global Sales at Amazon Ads, notes that IPG Mediabrands has eagerly embraced the opportunity for their clients to be among the first engaging audience in nine countries from early 2024. As limited ads are introduced to Prime Video content, it’s poised to become a significant premium ad-supported service in many countries. Moreover, it gives brands unparalleled reach and frequency to meet their business goals.

Amazon’s advertising push aligns with the growing trend in streaming ads, with Disney+ and Netflix now offering ad tiers. This expansion joins platforms like Tubi, Paramount+, Peacock, and Pluto in the evolving landscape.

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What’s new in Amazon Prime?

In the U.S., Amazon’s new ad-free tier will set you back an extra $2.99 per month, tacked onto the existing $14.99 monthly Prime subscription or $139 annual fee. International pricing details are still in the pipeline, according to the company.

Taking a cue from Netflix and Disney, Amazon is diving into the ad revenue game, aiming to offset the sluggish growth in subscriber numbers. However, ad-supported plans have differed from the rocket boosters they hoped for. Netflix, for instance, ditched its basic commercial-free plan in the U.S. and U.K. to amp up tier subscriptions, while Disney took the route of hiking prices for its ad-free tiers. The streaming wars are evolving!

A new experience with Prime Video

Amazon isn’t holding back on ads during live events like the NFL’s Thursday Night Football, even if you’re rocking the ad-free plan you paid for, the company clarified.

They promise fewer ads than your typical TV experience and other streaming services. Good news for your wallet: Amazon assures no price hikes for the current Prime membership plan in 2024.

While the e-commerce giant doesn’t spill the beans on exact Prime membership numbers, Insider Intelligence takes a swing, estimating Amazon Prime as the third-biggest video-streaming player in the U.S. with a whopping 157.3 million subscribers, trailing only YouTube and Netflix.

After a couple of lackluster earnings reports, Amazon bounced back in August with better-than-expected sales growth and profit, thanks to a boost in e-commerce and cloud computing—the power duo driving their success.

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