"Shoppable ads are an interesting prospect, but they really need to prove themselves out as a use case or a behavior that consumers are actually going to follow through on," said Steven Frey, planning director at independent media agency Noble People.
"It makes sense to test it in an environment where likely there's going to be a promotion attached to it, like there often is around Black Friday and Cyber Monday," said Brett Fischer, performance media supervisor at media agency Collective Measures.
Amazon introduced three 'interactive' formats for its streaming inventory back in May, including video ads that let customers add products directly to their cart with a remote click.
With consumers primed to take advantage of the annual discounting event - and a large audience expected to stream Prime's Black Friday coverage - it's a chance to take those formats for a spin.
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