HAQM announces AI-powered pause ads and new advertising formats for Prime Video

Today, at their annual Upfront presentation to advertisers at the Beacon Theatre in New York City, HAQM is announcing a new AI-powered streaming advertising format offering, which allows advertisers to reach engaged audiences with contextually relevant pause ads that seamlessly connect brands to the scenes viewers are watching in that moment. Additionally, the presentation will unveil a new expanded suite of interactive ad formats including enhanced shoppable ads with real-time HAQM shopping signals, which include pricing, deals, reviews, Prime shipping information, and more to help connect awareness to conversion.

Prime Video has an average monthly ad-supported reach of over 130 million U.S. customers. With an average of 88% of Prime Video viewers in the U.S. having shopped on HAQM, HAQM Ads is uniquely positioned to connect content to customers using HAQM’s addressable signals and first-party audiences.

“Our ad formats are proven to drive measurable action on and off HAQM,” said Alan Moss, Vice President, Global Ads Sales for HAQM Ads. “Starting this year, we are introducing a contextual advertising experience that dynamically aligns the ad message with the content viewers are watching—creating a natural and relevant connection. Based on HAQM’s signals and fully addressable and authenticated audiences, we are uniquely positioned to offer viewers scene-aware ads as extensions of the entertainment experience, not interruptions.”

Details on new interactive and shoppable formats for advertisers include:

• AI-generated Contextual Ad Messaging: Employing AI technology to analyze both the viewing content and advertising creative, this innovation auto-generates hyper-relevant ad copy to make ads feel like natural extensions of what viewers are watching. When a customer pauses, a contextually relevant ad is immediately generated with messaging dynamically created to complement the on-screen content imagery.
• Shoppable ads with real-time HAQM store information: This shoppable format pulls in real-time retail information such as product details, pricing, deals, reviews, inventory availability, and Prime shipping details directly from the HAQM storefront to help customers make real-time purchase decisions with a click of their remote without leaving the content stream.
• Expanded interactive formats for brands that sell off-HAQM: For brands that don’t sell on HAQM, an expanded suite of interactive calls to action will be available, including location-based messaging, lead generation, like “get a quote” and “book an appointment,” and “subscribe now” buttons. These will enable customers to send information directly to their phone and allow them to take the relevant action.

At their inaugural Upfront presentation in 2024, HAQM Ads debuted three new Streaming TV ad formats, providing brands the opportunity to leverage interactivity during all stages of the customer journey. As a result, brands have seen upper- and lower-funnel impact in their campaigns, including +30% lift in brand awareness,¹ +28% lift in purchase intent,² and +36% more orders.³