Marketers are keeping a close eye on Amazon’s shoppable Prime ads this Thanksgiving

For some marketers, Thanksgiving presents a chance for more than just turkey. It’s an opportunity to put Amazon Prime’s recently debuted shoppable ad formats to the test.

Five media buyers and marketers told Digiday they’d be experimenting with the new formats on their media plans over the long weekend. They’ll be looking at whether viewers actually use the interactive ad formats to purchase items, and what impact they can have for their brands. As such, they’re setting aside small experimental budgets — in most cases, less than 10% of their monthly media spend — to use on the formats.

“Shoppable ads are an interesting prospect, but they really need 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. The long holiday weekend could provide marketers with a chance to do just that.

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.