× Engagement, $27M Secured, $100M Projected: Redefining Ads Inside Prime Video
A platform-wide initiative to retire Prime Video’s legacy ad products — pre-roll, mid-roll, and pause ads — and replace them with a new generation of interactive formats. I led design across six new surfaces: Midstream Overlays, Shoppable Carousels, End Credit Ads, Shop the Scene, Brand Trivia, and Interactive Recaps. Each was tied to a specific viewer behavior and backed by a system that supported experimentation and global delivery.
Mapped each new format to specific behavioral and narrative cues
We designed for attention that already existed. Overlays were triggered by scene-level transitions. Carousels appeared during product-rich scenes. End Credit Ads used recap logic to extend session time. Trivia and lightweight interactions invited post-content engagement. Every touchpoint was tuned to playback signals, screen type, and intent.
Created the architecture behind how formats behave and ship
I defined the logic systems, interaction models, and cross-surface templates that governed delivery and design. Formats adapted to region, input method, and creative type. Playback triggers controlled pacing and eligibility. This system gave engineering, design, and monetization teams a shared foundation to launch and iterate without fragmentation.
Delivered real outcomes for viewers, advertisers, and the platform
We replaced formats that people ignored with ones that people used. Interaction rates lifted by a factor of three. End Credit Ads improved recall and retention. Midstream Overlays opened a new ad class now projected to generate over 100 million dollars annually. Advertisers got results. Viewers stayed engaged. And Prime Video finally had an ad system designed as part of the product, not added on top of it.
