- Fire TV full-screen pop-up ad detected during startup, which you should dismiss
- by hand
- He is currently promoting the new redesign of the Fire TV mobile app.
- Amazon could use this as an opportunity to sell to third-party advertisers.
Strange ads appear from time to time on Fire TV devices, and users have pretty much gotten used to them, but now full-screen pop-ups have started appearing during the startup process.
When users turn on their devices, one of the first things that appears now is a Fire TV system pop-up, which locks the main home screen on both Fire TV and Fire TV Stick. The most frustrating part is that you have to recognize it and close it manually before you can use your device.
It was first spotted by AFTVnews, who say this is the first time Amazon has shown full-screen pop-ups. As it stands, the pop-up only shows an ad for Amazon’s Fire TV app that received a major design overhaul in February.
As mentioned, Fire TV users are no strangers to ads. Ads appear on the Fire TV home screen and standby screensavers when the device is not in use, as well as in ad-supported tiered content for streaming services like Prime Video.
In addition to product and brand ads, Fire TV devices display the occasional pop-up window when it’s system-related, whether to notify you about software updates or inform you when a remote couldn’t be paired, for example.
Those types of ads are understandable because they give you valuable information about any changes that occur on your device. However, serving full-screen pop-ups that you’re forced to acknowledge might be going too far for users who want to stream content and access apps without ads interrupting the experience.
This has raised concerns, especially regarding the direction Amazon could take with this new advertising format, and could even open the doors for the tech giant to begin promoting products from third-party advertisers.
Is Amazon repeating history?
When it comes to highlighting new Fire TV updates, like the redesign of the mobile app, it makes sense. Amazon has released a number of updates to Fire TV devices this year so far, which also include a new design and new streaming channels. But how long will it take for Amazon to throw brand ads in your face as soon as you turn on the TV?
As mentioned in the AFTVnews report, Amazon has used display formats in the past to advertise its own content and device-related information, and then sold these slots to third-party advertisers, filling its Fire TV interface with ads promoting brands unrelated to Amazon.
While the latest Fire TV pop-up remains system-related for now, that doesn’t mean Amazon won’t repeat history and see this as an opportunity to generate more revenue from advertising. The last thing viewers want is ads blocking their home screen before they’ve decided what they want to watch.
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