The news: Amazon is rolling out a redesigned Fire TV experience that will create new advertising opportunities as it looks to grow its CTV ad business. The redesign has currently rolled out to a small portion of US Fire TV devices.

• Advertising placements are now integrated throughout the Fire TV interface, including ads in content recommendation rows and the device’s feature rotator.
• The redesign delivers navigation that Amazon says is 20% to 30% faster, a more streamlined visual layout, and performance upgrades that help users find content more quickly.
• A new top navigation bar lets users quickly access categories such as TV, sports, and movies, while surfacing recommendations from across the Fire TV ecosystem instead of favoring a single service.
• The Fire TV app also underwent a redesign; it now mirrors the TV interface and offers content-discovery features, though it does not have ads.
• Amazon says most Fire TV ad placements are now available programmatically via its DSP, enabling advertisers to more seamlessly integrate Fire TV inventory into broader Prime Video and CTV campaigns.

Campaigns on the redesigned Fire TV have shown promise. A Nutrafol case study shared with Adweek saw a multi-placement campaign on Fire TV devices drive a 58% new-to-brand purchase rate and return on ad spend above average campaign benchmarks.

Amazon’s strategy: The company is integrating Fire TV devices into its broader CTV advertising efforts.

• New Fire TV ad placements build on Amazon’s push toward innovative CTV ad formats. The company is also working with recently debuted formats like contextually relevant pause ads, shoppable ads, and a “send to phone” button that allows users to search for more information on their devices.
• Amazon positions Prime Video as a full-scale ad platform. The company claims that its primary streaming offering reaches roughly 90% of US households through owned properties and partnerships with Roku, Netflix, Disney and more.