Last November, Cord Cutters News broke the news that Amazon is adding full-screen video ads that will play when you start your Fire TV unless you quickly perform an action on it. A few weeks ago, Amazon made changes, so these ads are far less annoying by changing how the full-screen video ads work.
Now, though, Amazon has started replacing your screensaver with full-screen ads. If you leave your Fire TV for too long, a full-screen ad will play for about 30 seconds to a minute before your screensaver starts. So far, we have seen ads for AT&T and original footwear from Easy Spirit. In the past, the screensavor would just start, but now Amazon seems to be looking for more ad revenue by showing full-screen ads before that happens.
Update: Amazon has confirmed to Cord Cutters News that the new ads are rolling out as a part of its Ambient Experience.
“We’re constantly looking for more ways to help customers effortlessly find content, products, and services they may enjoy, and ads are one way we do that. Our recent update to the Ambient Experience means customers will see sponsored content to discover something great to watch or a new product or service to try.” An Amazon spokesperson said in a statement sent to cord cutters news.
Here is an example of one of the ads:
This new update seems to be rolling out to all Fire TVs made in 2016 or newer.
We have reached out to Amazon for comment about this new ad that takes over your screen saver and will update your story when we learn more.
This all comes as recently the ad at the top of your Fire TV will now start playing full-screen video ads, often promoting a movie or TV show. By hitting the home button, you can quickly exit the ad or if you quickly perform an action on the Fire TV once it finishes, you will avoid the video ad, but you only have a few seconds.
These new changes seem to make the ads far less annoying and makes it more clear how to get back to your home screen. Now no longer does your fulls screen get replaced with an ad.
Here is what the new ad format looks like:
“Our focus is on delivering an immersive experience so customers can enjoy their favorite TV shows and movies, as well as browse and discover more content they’ll want to watch. We’re always working to make the Fire TV experience better for customers and have updated one of the prominent placements in the UI to play a short content preview if no other action is taken by a customer upon turning on their Fire TV.” Amazon said in a statement to Cord Cutters News when this feature first rolled out.
Here is our review of the Fire TV Stick 4K Max: