You can now shop while watching shows on MX Player
What's the story
Amazon MX Player, a popular video streaming service in India, is all set to transform the market with its innovative shoppable videos. The feature lets viewers shop or add products to their cart while watching their favorite shows or movies. The move comes as part of the platform's effort to bolster its position in India's highly competitive video streaming space.
AI integration
Leveraging AI for enhanced advertising
Along with shoppable videos, Amazon MX Player also plans to leverage generative artificial intelligence (Gen AI) to help brands quickly create images and videos for their ads. Karan Bedi, Head of Amazon MX Player, praised the integration of the Amazon ad stack as a game changer. "They are one of the leaders in the business and they bring a very strong technology focus to that," Bedi said about Amazon's long-standing presence in the advertising sector.
Expansion strategy
MX Player's growth and user base
In October, Amazon combined two ad-supported streaming services, Amazon miniTV and MX Player, into one, Amazon MX Player. The move was a strategic one to strengthen its foothold in the country, one of the world's fastest-growing media and entertainment markets. After acquiring some assets of MX Player in June 2024, the combined service now has more than 250 million unique users in India alone.
Ad strategy
Amazon MX Player's unique advertising approach
Aruna Daryanani, Director of Amazon MX Player, emphasized the platform's unique take on advertising. She said that since they are integrated with Amazon, the product page opens up beneath the video when a brand ad is playing. This way, viewers can explore product details and add items to their cart or wish list for future purchase.
Ad impact
Interactive ads and high ROI for advertisers
Daryanani also introduced the idea of immersive ads, citing a 3D jewelry ad as an example that made a lasting impression on viewers. She claimed that viewer interaction with such interactive advertising formats is six to seven times higher than other industry offerings. Karan Taurani, Senior Vice-President of Elara Capital, echoed this sentiment saying that these shoppable and interactive advertisements will yield higher return on investment (ROI) for advertisers.