Amazon Expands CTV Ad Ambitions With Redesigned Fire TV
Amazon has given its Fire TV a fresh new look, aiming to open up new advertising opportunities and grow its CTV ad business. The revamped experience is already live on a small number of Fire TV devices in the US.
With ads now popping up throughout the Fire TV interface, including in content recommendation rows and the device’s feature rotator, Amazon hopes to create a more seamless viewing experience. The redesign promises faster navigation, a cleaner visual layout, and performance enhancements to help users discover content more efficiently.
A new top navigation bar makes it easier for users to explore categories like TV, sports, and movies, while also surfacing recommendations from a variety of Fire TV services instead of just one. The Fire TV app has also been updated to match the TV interface and offers content-discovery features, but without any pesky ads.
Most excitingly, Amazon has made Fire TV ad placements available programmatically through its DSP, giving advertisers a smoother way to incorporate Fire TV inventory into their broader Prime Video and CTV campaigns.
Early campaigns on the redesigned Fire TV have shown promising results. For example, a Nutrafol case study revealed that a multi-placement campaign on Fire TV devices led to a 58% new-to-brand purchase rate and an above-average return on ad spend, outperforming typical campaign benchmarks.
Amazon’s strategy behind the Fire TV redesign is to integrate these devices into its wider CTV advertising initiatives. This includes pushing for innovative CTV ad formats like contextually relevant pause ads, shoppable ads, and a “send to phone” button for users to easily seek more information on their devices.
Amazon sees Prime Video as more than just a streaming service—it’s a full-scale ad platform. The company boasts that its primary streaming offering reaches approximately 90% of US households through various owned properties and partnerships with major players like Roku, Netflix, Disney, and more.
