Amazon Tests Welcome Screen Ads on Fire TV App

Posted on August 15, 2022 by Laurent Giret in Amazon, Music + Videos with 5 Comments

Amazon has started experimenting with ads that launch right when you open an app on Fire TV devices. The company’s Freevee app (formerly IMDb TV) has been chosen to test these new seven-second ads that welcome users when they launch the app on Fire TV.

Dell, Lincoln, and smartwater are among the first participants in the Freevee Welcome Screen closed beta. “The Freevee Welcome Screen is an inventive offering that allows smartwater to showcase our brand story with an ideal audience,” said Ulises Ramirez, Coca-Cola Group Director, Water Portfolio.

As you can see in the video below, the Freevee Welcome Screen just replaces the standard app loading screen with a short video ad. “The result is a unique opportunity for advertisers to showcase their brands with a high-impact, entertaining experience as a Freevee customer launches the app,” Amazon explained on its Advertising blog (via AFTV News).

During the closed beta, Amazon says that Fire TV users can see these Freevee Welcome screen “up to once a day, seven times in a month.” Again, these ads appear only in Amazon’s Freevee app on Fire TV devices such as the company’s cheap Fire TV sticks.

Freevee is Amazon’s free, ad-supported streaming service, so it’s not exactly surprising to see Amazon look for new ways to show ads and earn revenue on the platform. What’s a bit worrying is that this experiment could pave the way for other apps to do the same.

Do you think Amazon just opened Pandora’s box with these new Welcome Screen ads? Let us know what you think in the comments below.

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