The Amazon Freevee Welcome Screen lets brands greet streaming audiences

9 August 2022

The Amazon Freevee Welcome Screen beta lets brands greet streaming audiences

As part of our continued work to enable brands and ad agencies, Amazon Ads is introducing a new advertising product: the Freevee Welcome Screen. The Freevee Welcome Screen provides a full-screen, seven-second experience for customers when they launch the Freevee app on Fire TV. A brand’s custom creative replaces the standard loading screen that customers see, up to once a day, seven times in a month. 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 Freevee, formerly IMDb TV, has become one of the premier destinations for customers to find premium streaming content available for free. The ad-supported video-on-demand service has seen tremendous growth in the past two years, tripling the number of monthly active users. The growth has been driven by rapid distribution across living-room devices and mobile, a 70% year-over-year increase to its Originals slate, an always updating library of highly sought movies and TV programmes, and over 75 free, ad-supported TV channels.

The Freevee Welcome Screen is currently in closed beta, with an open beta slated for later this year. We’ve collaborated with GroupM, WPP’s media investment group, to launch our first advertisers.

“It’s exciting to work with Amazon Ads on new ways to help our clients build brand awareness and engagement,” said Susan Schiekofer, Chief Digital Investment Officer at GroupM. “Amazon Freevee is focused on delivering premium ad-enabled content to customers, complemented by technology to help brands build authentic connections with those audiences.”

GroupM clients Dell and Lincoln have already participated in the beta, and most recently smartwater ran a new Freevee Welcome Screen ad.

“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. “We appreciate the spirit of collaboration between Amazon Ads and GroupM and the chance to participate in the early days of this programme.”

Stay tuned for opportunities to participate in the open beta. Learn more about how your brand can reach audiences through Streaming TV ads.