Amazon Ads and Globo Innovate Interactive Advertising for Brazilian Streaming Services
Amazon Ads and Globo are revolutionizing interactive advertising on Brazilian streaming platforms with new formats enhancing viewer engagement and targeted ads.
- • Amazon Ads debuted three new interactive ad formats: IVA, FITO, and Pause Ads in Brazil.
- • Interactive Video Ads allow shopping interactions during live sports without interrupting viewing.
- • Globo's TV 3.0 (DTV+) integrates traditional television with internet features, launching during the World Cup.
- • These innovations enable targeted, personalized advertising with measurable engagement metrics.
Key details
Amazon Ads has launched three new interactive advertising formats in Brazil aimed at enhancing viewer engagement on streaming platforms. These include Interactive Video Ads (IVA), which allow viewers to add products to their Amazon cart or visit brand pages during live broadcasts like Brasileirão and NBA without interrupting the viewing experience. Additionally, First Impression Takeover (FITO) ensures maximum ad visibility by guaranteeing the first ad seen on Prime Video or Twitch, while Pause Ads connect with viewers when they pause content, providing natural interaction opportunities. These formats also offer advertisers detailed metrics to measure engagement and campaign effectiveness, marking a significant shift in Brazilian streaming advertising, according to Carolina Piber, General Director of Amazon Ads Brazil.
Meanwhile, TV Globo is advancing Brazilian open TV technology through its TV 3.0 initiative, branded as DTV+, set to debut during the upcoming World Cup. This platform merges traditional TV with internet capabilities, providing features like on-demand replays and personalized content during live broadcasts. Initially launched in select regions—Rio de Janeiro, São Paulo, and Brasília—success depends on compatible devices among viewers. Globo views this as a strategic move to enable targeted advertising within broadcast programming.
Together, these innovations from Amazon Ads and Globo reflect a new era of interactive, personalized, and measurable advertising integrated into Brazilian streaming and broadcast services, offering advertisers fresh ways to engage audiences.
This article was translated and synthesized from Brazilian sources, providing English-speaking readers with local perspectives.
