Amazon Interactive Adverts Are Battery Powered Utilizing Duracell Success

Amazon announced new interactive video formats in May before Television in advance week, and now the company is revealing the first successes of its shoppable ads with Duracell.

Duracell was an early adopter of Amazon’s latest interactive formats, using Prime Video ads’ shoppable carousel to showcase its products to viewers.

For example, in a 30-second spot, a woman is shown carrying a box full of batteries while battery-powered products are displayed in a carousel below her on screen. From there, viewers can add products to their Amazon cart to purchase them without leaving the screen.

Among Duracell’s campaign metrics, the brand saw a 2.5% increase in brand recall and a 1.8% increase in consideration, according to a Lucid brand lift study. Duracell also saw an 86% increase in add-to-cart rate, as well as an additional 7.65 seconds spent on average, according to Amazon data.

Duracell is also a announcer on Thursday Night Footballand overall, interactive Prime Video ads on programming saw a 2.7x increase in brand awareness, according to Lucid data.

Can Sanay, general manager and vice president of North America e-commerce and Dollar Channel at Duracell, said one of the main reasons the company chose the shoppable carousel format is its optional nature.

“This gives a lot of flexibility to reach your target group by presenting multiple products to multiple audiences,” Sanay told ADWEEK. “We also found that it makes watching ads more enjoyable.”

Prime Video’s ad tier, launched in January, has about 115 million ad-supported U.S. viewers and more than 200 million worldwide. This also increases these numbers even further, recently announced at unBoxed 2024 that it will bring advertising to Brazil, India, Japan, the Netherlands and New Zealand in 2025.

Given these numbers, Krishan Bhatia, vice president of global video advertising at Amazon Ads, noted that the company has the ability to target advertising at scale through a combination of premium content, first-party signals and adtech.

“As audiences move from linear to streaming, brands can better engage with more customers through shoppable ad formats in live sports and fan-favorite content,” Bhatia told ADWEEK. “We are proud to partner with Duracell to help them seamlessly connect with their customers. »

For Sanay, technology and creativity set the company apart, helping Duracell close sales through a full-funnel strategy.

“It’s important to leverage creative storytelling to visualize that we are different and better compared to the rest of the category,” Sanay said. “That’s our No. 1 strategy when it comes to Amazon Ads and all the different marketing executions that we do.”