Amazon has revealed it is testing personalised video adverts that feature images and test regarding products consumers have previously shown interest in.

The adverts would build on the companys existing ad formats, which display static images of products, along with prices, additional details and buy buttons, but would use video to heighten their customer engagement, and increase the number of places they could appear.

As video grows to dominate social networks like Facebook and Twitter, more and more firms are turning to video advertising as a high-impact method of reaching customers on mobile. Both pre-roll and interstitial video advertising has seen huge growth in the past few years.

Amazons video ads would use graphic templates to superimpose images and texts into video that were selected using the companys recommendation algorithms, producing video adverts where the content was specifically targeted at individuals, rather than pre-made videos aimed at targeted audiences.

The format is still in early development, and while Amazon has confirmed that public testing has occurred, it has not confirmed exactly how the format will look once it is completed, or when consumers can expect to see it regularly.

Algorithmically-built video content is nothing new. Cadbury and Nike have both run campaigns in the past involving video content that could be customised by consumers, while Toys R Us used ads that determined which products to highlight based on local availability and demand.

Most notably, Facebook has produced several videos with customised content, although these tend to be for sharing among friends, rather than as part of an advertising campaign.

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