How to use Sponsored Brands video ads in Amazon Advertising – the platform’s best-performing ad format so far, according to Amazon.
Amazon’s latest ad innovation is Sponsored Brands video campaigns and the retail giant says this is its best-performing ad format to date. The new creative combines product ads with video footage to capture user attention on the desktop and mobile shopping pages where purchase intent is at its highest. Here’s a summary of everything we’ve learned over the past year, since they first rolled out.
Sponsored Brands video is a visual ad format that shows on Amazon search results pages and product detail pages to promote your products.
The ads are keyword targeted, allowing you to pinpoint the most relevant audiences and priced on a cost-per-click model so you only pay when a user shows enough interest in your ad to click through to the product detail page.
The ads include three key components: product details, an auto-play video and a mute toggle button, as shown above.
So your video footage automatically starts playing once half of the player is visible on the screen and footage is muted by default. Users can click to unmute your video and hear the audio or click through to the product description page to learn more about the product itself.
Video duration can be anything between 6 and 45 seconds although Amazon strongly recommends using clips of 30 seconds or less. Footage plays on loop in Sponsored Brands videos so your clip will automatically start again once it plays in full.
You can find the full video and audio specifications list on this page.
During a recent Amazon Advertising webinar on Sponsored Brands video, it referenced the State of Video Marketing Survey 2020, published by Wyzowl, to highlight the importance of video ads on a platform like Amazon.
In the survey, 95% of video marketers say video has helped increase user understanding of their product or service and, more importantly, 84% of consumers say they’ve been convinced to buy a product or service by watching a brand’s video.
Sponsored Brands video ads place your footage at the point of greatest influence across mobile and desktop browsing while users are actively looking for products or brands on Amazon.
These users are in shopping mode and at their most sensitive to compelling messages that inspire real purchase decisions. This is where the USP of your product or offer can make its biggest impact, whether you’re looking to beat competitors on price, quality, features or any other selling point.
In terms of the video format, Amazon highlights three key benefits of Sponsored Brands video:
The effectiveness of video ads is widely documented and Amazon has its own figures to demonstrate the power of Sponsored Brands video (shown below). However, it’s also important to understand the why behind this performance and Amazon is in a unique position to show ads to shoppers in the pivotal moment where they’re actively shopping.
With keyword targeting, you can pinpoint relevant audiences with the highest level of purchase intent and deliver your ads at the crucial moment, in the most engaging format.
Amazon’s data shows that Sponsored Brands video campaigns generate +127%-267% higher click-through rates and +28%-43% higher returns on ad spend (ROAS) than regular Sponsored Brands campaigns.
Amazon is pitching this as its most effective ad format and the stats look impressive.
Its advertising division suggests advertisers should start by testing Sponsored Brands video campaigns targeting branded and generic keywords to see how they perform with customers engagement, CTR and sales, compared to Sponsored Brands campaigns.
From here you can test, learn and refine campaigns to maximise performance.
Amazon understands that creating a new set of advertising campaigns for a new ad format is a big task, especially for advertisers and companies promoting a lot of products. To reduce this workload, Amazon has developed Sponsored Product Video ads to help companies create campaigns as quickly as possible.
Sponsored Brands video ads are integrated into the Sponsored Brands campaign builder, which allows you to clone existing campaigns, convert them to the video format and add your footage in a matter of minutes – and all of your keywords and bids are automatically carried over.
This means you can run video campaigns alongside regular Sponsored Brands campaigns without having to manually recreate everything from scratch.
Alternatively, you can create campaigns from scratch and create a new Sponsored Brands video campaign by selecting your product and following all of the usual steps. If you’re used to creating Sponsored Brands campaigns in Amazon Advertising, you’re already familiar with how this process works.
As an Amazon Advertising partner agency, we receive exclusive insights and guidance from Amazon about how to get the best out of every ad format. Here’s a summary of the best practices:
On a broader scale, Amazon recommends running Sponsored Brand video ads alongside other campaign types to test and optimise performance but, also, to increase your visibility in the shopping results.
Running these campaign types alongside each other also allows you to show different ad formats, in different places to different audiences who may respond to certain campaigns more than others.
We’ve also received a brief list of dos and don’ts from Amazon, which reiterates some of the best practices above while offering up some new tips in the don’ts column.
So you should avoid any of the following, most of which are listed under the top moderation rejection reasons on the official Sponsored Brands video page:
You’ll also find the video and audio specification on the page linked to above, which you’ll need to meet for every video campaign.
In addition to those, video ads must meet the following criteria:
Again, you can find the official documentation for Sponsored Brands video ads on this page.
Yoto sells screen-free, smart speakers for kids and wanted to be the first choice for parents leading up to the festive period. Kids toys is a fiercely competitive industry though so we firstly needed to build awareness of Yoto as a brand within the education and entertainment toy sectors, and then re-enforce the brand throughout the buying journey.
Our strategy was to use a range of ads on Amazon to nurture users from awareness through to consideration and purchase. We used highly-effective video ads to bring the brand to life, raising awareness and reaching users who were searching for related products. We then used display ads throughout the consideration stages of the Amazon journey when users were researching similar products. Finally when users were ready to commit, we ensured we maintained strong visibility through banner ads at the top of the page, and through product ads as users scrolled to see which products caught their eye.
In December 2020, Yoto got over 8 million impressions, successfully connecting with their target audience and generating an impressive ‘return on ad spend’ of 1060%.
If you need help with Sponsored Brands video campaigns or any other aspect of Amazon Advertising, you can speak to our team by calling 02392 830 281 or completing the form at the bottom of this page.
Mike is a senior PPC specialist at Vertical Leap.
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