Following months of speculation, Amazon has launched Freedive, an ad-supported entertainment streaming service on its movie database platform IMDB.
Launching in the US, Freedive will let audiences watch movies and TV shows on their laptop as well as on mobile and Amazon Fire devices. Amazon says the portfolio (most of which is available on its ad-free Prime Video subscription service) will evolve over time, but for now TV shows include the likes of The Bachelor and Without a Trace. Movies include Closer, True Romance, Monster and The Last Samurai.
The move marks the first time IMDB has expanded its video offering beyond short-form original series and celebrity interviews.
Last year, it was reported that Amazon would give marketers access to its proprietary data in order to help target video advertising on the platform. While there was no mention of this in the announcement, was is clear is that ads can't be skipped and movies can't be downloaded.
Ads will appear between content, and brands will also be able to wrap them around the video player.
Amazon’s ad business clocked up $2.5bn net sales during Q3 of 2018.
Projections from Cowen published this week suggested Amazon could double ad revenue from US ad buyers within the next two years, increasing its share of total digital ad spending to 12% by 2020.