Amazon is, unfortunately, always coming up with new ways to show you ads on its Fire TV devices, but this new method takes the cake. Starting later this year, Amazon will begin to display an ad before its Freevee app even gets a chance to load. As demonstrated in the video above, launching Freevee on Fire TV devices will soon result in a 7-second video ad being played before the app’s home screen loads. This takes the annoyance of pre-roll ads to a whole new level since your attention is being milked for a profit before you even decide if there’s anything worth watching in the app.
Amazon is calling these ads “Freevee Welcome Screen” ads and doesn’t mention them being used in any other app except Freevee, it’s fully ad-supported streaming service which was formerly named IMDb TV. It seems as though only Fire TV users will be seeing these new ads, at least initially, even though the Freevee app is available on most streaming and mobile devices. Launching Freevee on a Fire TV today takes about 3-4 seconds, so these 7-second ads will roughly double the app’s loading time in a best-case scenario where the ads are pre-downloaded so that they can load instantly. Amazon says the ads are being tested in a closed beta right now but expects to launch them in an open beta “later this year” which, presumably, means regular Fire TV users will begin seeing them at that time. Amazon already has advertisers lined up for the new ads, including Dell, Lincoln, and Smartwater.