Most marketers in the present age and time consider video as a format that drives most returns on their investments. For the E-commerce sellers reading this piece, the good news is that it is possible to leverage the reach and engagement of video in Amazon advertising campaigns as well. Sponsored Brands Video, a new ad type, provides more visibility on search results than conventional Sponsored Brand Ads. It is now available for all brands and sellers on Amazon and compatible to serve both mobile devices and desktops, having originally released in a closed beta.
Amazon Sponsored Brand Video Ads (SB+V) – In a Brief
Sponsored Brand Video Ads are designed to grasp the target shoppers’ attention in an instant as and when they land on a search result page. These videos are strategically entrenched around related product listings, which serves as a great tactic to increase conversions and click through rates. Consumers with a high purchase intent can watch these videos to learn more about a particular product and brand before clicking on a product listing, which enhances the chances of them choosing your product over a competitor’s.
Advantages of Sponsored Brand Video Ads
- Videos are Compelling – As discussed earlier, advertisers can reach out to the targeted Amazon users shopping even on mobile devices. This ad type allows sellers to convey their brand’s story compellingly. Videos are far more creative and engaging than traditional static images, giving advertisers the opportunity to hold a consumer’s attention for a little longer to convey their product’s unique selling points.
- Relevant Ads Drive Sales – As Sponsored Brand Video Ads are keyword targeted, brands have complete control over which creatives to run in a particular ad campaign, depending on the relevancy. In most cases, the shoppers watching your video ad will be the ones on the lookout for that particular product.
- Easy Set-Up – Most E-commerce advertisers are familiar with the setting up process of a Sponsored Brands campaign. Having said that, creating a Sponsored Brands Video ad is quite similar, seamless, and quick too.
Essential Points to Keep in Mind While Creating Campaigns
Brands need to understand their target audience well to create an engaging ad that influences the buyers’ purchase decisions. The videos should include educational information about the products and answer common consumer questions. By ensuring this, sellers can accelerate the shoppers’ purchase decision by sharing information which is otherwise reserved for a product detail page.
Amazon also recommends that the product should be shown within the first few seconds of the video ad. You must also keep the videos short with a firm focus on one or two key selling points of the product.
Lastly, the sort of experience you intend to provide to the customers with this type of ad should always be on the back of your mind. These video ads play without any sound, and it is not possible to view them on a full screen. Hence, it is crucial to ensure that the on-screen text can be read on all devices.
Strategic Outlook
Since Amazon Sponsored Brand Video ads are a new addition to the platform’s advertising options, the competition is quite limited. It provides early adopters an opportunity to gain a competitive edge over their competitors and earn an impressive return on their investment in campaigns.
Video ads can help customers understand the benefits of a product offering without necessitating any additional action. Most consumer education on Amazon materializes on product detail pages – Ideally through product images, informative bullet points, product description, and engaging A+ content. With the introduction of video advertising, sellers can now tell their brand story without requiring a click. Therefore, brands that promote their products via Sponsored Brand videos have a better chance of conversion.
At Sellryt, we have been successful in running this ad type for our clients. We look forward to the further developments of this advertisement option and the results it brings to our clients’ businesses. We would be more than happy to associate our expertise in Sponsored Brand videos with your brand. You can schedule a consultation call today or reach out to us if you have any further questions.