Prime Video Inline Feature Rotator

Inline Feature Rotator is a full-width, inline display ad, available to TVOD and Channel advertisers. It appears as customers scroll down through content between carousels 5 and 10 on Connected TV (e.g., Fire TV and third-party TVs) and desktop. Connected TV and desktop devices share Inline Feature Rotator creative assets.

Experience overview

Asset requirements overview

The Inline Feature Rotator requires two unique creative assets. See Connected TV and Desktop Asset specifications for specific details.

Creative guidelines

In order to provide a good customer experience, we require that all assets meet the following guidelines and Amazon Ads Guidelines and Acceptance Policies.

Asset specifications

The Inline Feature Rotator requires two assets, one background image and one title art, to serve across all device types.

CTA and Entitlement Offer Clarity (EOC) string

Advertising copy such as offer messaging or calls-to-action are not needed as these will be automatically populated by Prime Video, using a set of pre-defined strings that match customer entitlement and the ad offer. These predefined strings can’t be altered.

• Call-to-action (CTA)
• Entitlement Offer Clarity (EOC) string

Background Images

Background image refers to the 3840 x 1440px image asset that gives a visual representation of the ad product. The image will be dynamically cropped by 120px on the top and bottom to fit the banner container.

Requirements

Dimensions: 3840 x 1440px or larger
Aspect ratio: 8:3
Format: JPEG (RGB color)
Maximum file size: 10MB

Safe Zone

Make sure the essential elements of the image are within the green safe area. Essential elements, like faces of key characters, that falls outside of the safe area may be covered by navigation UI or logo content. Legal disclaimers, if required, will be placed in the blue area.

High resolution image

Use the highest resolution that meets the ratio requirement. Upscaled images that are blurry will not be accepted. The minimum acceptable size for background image is 3840 x 1440 pixels.

Full-bleed image

The background image must use full-bleed imagery. To make the title art and text readable on the background, especially in the left area, it may fade out to a solid color or apply a gradient on the sides.

✔ Approved

✘ Not approved

Image content

Avoid images that depict drug usage, alcohol, or nudity. Images that are sexually explicit or depict violence or illegal activity are not acceptable.

Embedded logos or titles

With the exception of any required legal disclaimer text, don’t add text or logos to the background image.

Channel logo

For single title ads, channel provider logo will populate automatically based on the ASIN selected. TVOD ads will not feature dynamic channel logos, whereas Channel Ads will display the channel provider logo based on the ASIN selected.

• Automated channel logo

Title art

Title art is a creative asset that appears on top of a background image. Depending on the type of Inline Feature Rotator creative, a title art can represent a content title, a Prime Video Channel, or a content collection that is available from a Prime Video Channel.

Requirements

Dimensions: 1000 x 400px max. The title art must have at least a 1000px width or a 400px height.
Format: 24-bit PNG with transparent background (RGB color)
Maximum file size: 10MB

Dimensions

Build a title art to fill the max width or max height of a 1000 x 400px canvas, and crop empty space. The following title art examples are all accepted:

Title art elements

* Logo font size requirements are based on a 1000 x 400px canvas with Arial regular (or equivalent) font.

Composition

• For best visual results, only place one logo in the title art. For campaigns promoting a single content title, use the content title logo as the title art. For campaigns promoting a prime video channel or a collection of content from the same channel, only use the channel logo as the title art, additional text or additional logo are not allowed.

Why? The title art doesn’t contain any added text or logos.

• Additional text and logos are not recommended. If they must be included, follow these rules:
• All logos and text in the title art must meet minimum font size requirements.
• Visual priority must be clear. For example, if the creative is promoting a content title, then the content title logo should have the highest visual priority. Visual priority can also be given to text that describes a content collection or theme, depending on what campaign needs to be promoted.
• To maintain a clear visual hierarchy, try to keep the total lines of title arts within 4 lines. Title arts exceeding 4 lines lose contrast between font sizes, resulting in similar font sizes for logo elements, leading to unclear visual hierarchy.
• Align logo elements purposefully to create an order that guides viewer eyes to read through the title art in a natural way (e.g. guiding viewers to read the text and logos from left to right or from top to bottom.)
• Including CTAs in title art is not allowed. Additional text must not repeat or contradict the auto-populated offer messaging or CTA. (E.g. “7-day free trial”, “$9.99/month”, “Buy now”, “Start watching” and so on.)

Trademark

A trademark symbol on the logo is strongly discouraged and will be removed by default.

Logo accessibility

Logos need to work against a dark background. A minimum of 3:1 contrast ratio is required.

Orientation

Title treatments are built left to right.

Click-Through Destinations

There are four click-through types for ads in the Prime Video Inline Feature Rotator. See Multi-Title section for details on this ad creative type.

Content rating labels

For single title ads, maturity rating logos will populate automatically based on the ASIN selected when the title is rated for audiences that are at least 12/13 years old. If a campaign is running multi-title creative, content rating labels are not required.

• Automated content rating label

If a campaign is running with a multi-title creative, follow the multi-title guidelines for content rating label as indicated the mutli-title creative section.

Legal/disclaimer text

Dynamic legal disclaimer

For single title ads, legal disclaimer “Limited Time Offer. Terms Apply” will be automatically populated by Prime Video.

1. Automated legal/disclaimer text

“Burned in” legal disclaimer safe zone (blue)

Disclaimers on Connected TV or desktop devices may be required on Prime Video, depending on if the ad is for transactional content (rent/buy) or a Prime Video Channel. While additional legal disclaimers are strongly discouraged, if required by the advertiser, they should be placed in the blue safe zone, top and right aligned with the safe zone. Text should be white or black (apply opacity if needed), set in 40pt Arial regular (or equivalent font), and placed unobtrusively in the background image. Make sure a minimum of 3:1 contrast ratio is met.

Multi-title creative

Multi-title creatives are only available to Prime Video Channel advertisers. A multi-title creative should promote:

• A Prime Video Channel (e.g. Exciting).
• A movie series* (e.g. Mountain Biking 1 and Mountain Biking 2).
• A collection of content titles (e.g. “Popular movies and TV shows”).

*If a creative is promoting multiple seasons of a TV series, it will count as a single title creative and should follow general creative guidelines.

Multi-title creatives should adhere to the following guidelines in addition to general creative guidelines for Prime Video Inline Feature Rotator.

Title art

For campaigns promoting a prime video channel or a collection of content from the same channel, the channel logo should be the only element in the title art, additional text or additional logo are not allowed.

Click-through destination

Multi-title campaigns must link to either a Prime Video Channels page, or a marketing landing page.

Synopsis

Synopses are optional and are only available for Multi-title campaigns. This text placement can be used to describe the overall campaign intent or value proposition, as well as information about promotions or deals. For example, “Outdoor adventure and beyond”, “Discover critically-acclaimed originals, documentaries, hit movies, and more”, or “50% off for 3 months”. This copy must not exceed 124 characters total.

• Synopsis

CTA and Entitlement Offer Clarity (EOC) string

Advertising copy such as offer messaging or calls-to-action are not needed as these will be automatically populated by Prime Video, using a set of pre-defined strings that match customer entitlement and the ad offer. These predefined strings can’t be altered.

• Call-to-action (CTA)
• Entitlement Offer Clarity (EOC) string

Dynamic legal disclaimer

For multi-title ads, the legal disclaimer "Limited Time Offer. Terms Apply" will be auto-populated for any price promotion.

• Automated legal/disclaimer text

“Burned in” legal disclaimer

For any other promotions, if legal disclaimer is required, place the text in the background image safe zone.

Content rating labels

Content rating labels are not required on multi-title ads in any country.

Channel forward

A channel-forward creative showcases a Prime Video Channel’s breadth and depth of service.

• Background image: There is no limit to the number of titles featured on the background image, however box art tiles must be large enough to distinguish characters and titles. The titles of movies/shows within box art must be a minimum 48pt Arial regular (or equivalent font). Other text (e.g. Showtime Original) can be smaller. (Font size is based on a 3840x1440px canvas.)
• Title art:
• Follow general title art guidelines.
• Channel-forward creatives should only feature advertiser channel logos.
• Channel-forward creatives shouldn’t show content title logo in the title art.

✔ Approved

Why? The box art tiles in the background looks like a full bleed image that isn’t mimicking the Prime Video app UI.

✘ Not approved

Why? Box art tiles must not mimic the Prime Video app UI nor appear as a row of clickable tiles.

Content forward

A content-forward creative showcases up to three content titles from a Prime Video Channel.

• Background image:
• A maximum of 3 content titles are allowed. The background image can have one key art that is representing a common character from a series of movies, or have 2 or 3 different key arts with each of them representing a different content title.
• Content title names placed on the background must be in either text or logo format, a minimum font size of 48pt Arial regular (or equivalent). (Font size is based on a 3840x1440px canvas.)
• Each content title name should be close to the corresponding title key art.
• Content titles names or logos must be placed in the green safe zone of the background image.
• Title art:
• Follow general title art guidelines.
• Place one channel logo in the title art; place content title names in the background image safe zone.

✔ Approved

Why? The content title names are placed in the background image with the corresponding content images. The font size of the content title names meets the requirement so it’s easy for customers to understand what content they can watch in this channel.

✘ Not approved

Why? Including multiple content title logos in the title art is not allowed. It’s difficult to associate the logos with the correct key arts, and this also crowds the title art, creating a cluttered visual experience.