Many of us are still coming to terms with the coup the arrival of advertising on Prime Video. It is true, yes, that since the measure was announced in June of last year, until its arrival in Spain at the end of February, through its debut in the United States a month earlier, we had enough time to get used to the idea, but the lack of habit (except, of course, those who already used the ad-supported streaming service), added to the drop in picture and sound quality they gave us as a tip, it made it difficult to digest.

But it is true that at least we have Prime Video one of the cheapest options, because, as you already know, it is part of the set of services grouped in the Amazon Prime subscription, which, despite the increase in price two years ago, remains a really good proposition today. So much so that even when it is considered an economy of scale, it is sometimes difficult to see how it can be profitable.

We don’t know because Amazon doesn’t provide this data, the number of users who decided to make a monthly payment of 1.99 euros to avoid ads, but the online retail giant seems to have found a way to increase the profitability of users who don’t because, as the company announced, Prime Video will add three new ad formats, including a formula we can sum up as “advertising about advertising”.

no don’t worry We’re not talking about a commercial break within a commercial break. (which sounds a bit like Christopher Nolan’s idea) but rather overlaying the carousels on top of the ads that appear during the breaks, and that allows direct access to purchase what is shown in them. Of course, this begs the question for me, what will advertisers think when they see Amazon’s own ad overlapping their own ad. Maybe they will create a new advertising plan with advertising that will be cheaper than the advertising plan without advertising… well, I repeat, very much to Nolan’s liking.

Another moment and format that will debut at the end of the year is that of interactive interstitial ads. In these, when the user pauses the content they are viewing, a semi-transparent overlay with brand and product images and messages is displayed, along with a control that allows the user to add said purchase to their cart, as well as get more information. The purchase can be completed later, we mean both from the device on which we are viewing the content and from any other device on which we have access to Amazon.

They also announced a new format that they call Interactive brand ads, which works like the previous one, but instead of focusing on sales, they will focus on building the brand image. Appears when the user pauses the content being played. However, they can also integrate shoppable elements, as in the previous case.