{"id":21837,"date":"2020-10-02T11:50:03","date_gmt":"2020-10-02T11:50:03","guid":{"rendered":"https:\/\/intentwise.com\/blog\/?p=21837"},"modified":"2024-02-07T03:04:19","modified_gmt":"2024-02-07T11:04:19","slug":"guide-amazon-sponsored-brands-video","status":"publish","type":"post","link":"https:\/\/www.intentwise.com\/blog\/ad-optimization\/guide-amazon-sponsored-brands-video\/","title":{"rendered":"A Guide to Leveraging Amazon Sponsored Brands Video","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"

Research on video marketing trends shows that 87% of businesses use video as a marketing tool<\/a>. Video ads constitute 42% of the total types of video content produced.<\/p>\n

It\u2019s no surprise then that Amazon introduced a new feature called Sponsored Brands video ads (SB+V)<\/a> in 2019 as part of its Sponsored Brands<\/a> campaign offering to boost brand visibility and awareness. The feature is still in beta so it\u2019s only available to some professional sellers enrolled in the Amazon Brand Registry in the United States.<\/p>\n

WHAT ARE<\/strong> SPONSORED BRANDS VIDEO ADS?<\/strong><\/h2>\n

Sponsored Brands video ads are cost-per-click (CPC) video ads that use targeted keywords and take customers straight to the product detail page. An iteration of the 2018 ad unit called \u201cVideo in Search,\u201d these video ads were initially available on mobile apps but can now be seen on desktop environments as well.<\/p>\n

According to Amazon, SB+V has an average click-through rate (CTR) of 0.91% as compared to Sponsored Brands ads (SB) with an average CTR of 0.57%.<\/p>\n

Since the feature is only available to some sellers, first movers have an advantage and can leverage the opportunity to increase engagement and boost sales before competition increases.<\/p>\n

HOW CAN SPONSORED BRANDS VIDEO ADS BENEFIT YOU?<\/strong><\/h2>\n

Sponsored Brands video ads, when used correctly, can be a powerful way to directly connect with consumers and boost brand awareness.<\/p>\n

Advertisers can benefit from SB+V in the following ways:<\/p>\n

1) Video attracts more attention<\/strong> \u2013 Amazon\u2019s data<\/a> shows that customers who watch videos are 3.6 times more likely to buy and that a video is equivalent to 1.8 million words. Hence, when a product-focused video is available, people tend to look at fewer product detail pages before making a purchase.<\/p>\n

2) Appears on both mobile and desktop search results pages<\/strong> \u2013 No matter which device a consumer uses to search for products on Amazon, they can be served video ads. This makes SB+V an attractive advertising option.<\/p>\n

3) Self-service option<\/strong> \u2013 To use the \u201cVideo in Search\u201d feature in their advertising campaigns, brands had to take the help of an Amazon Account Executive. However, SB+V has a self-service option so brands can craft their own video ads using the Video Creative Builder.<\/p>\n

4) Early-mover benefits<\/strong> \u2013 As has been mentioned previously, SB+V has been launched so brands looking to gain an advantage on Amazon will benefit from adopting the feature to engage potential customers and drive sales.<\/p>\n

In addition, research shows that a majority of shoppers start their product searches on Amazon<\/a>, making it one of the best channels for brands to reach shoppers.<\/p>\n

ELEMENTS OF THE AD UNIT<\/strong><\/h2>\n

When an Amazon customer performs a search, Sponsored Brands video ads are displayed around related product listings.<\/p>\n

These ads have three main elements:\u00a0<\/strong><\/p>\n

    \n
  1. Product details<\/strong> \u2013 The brand\u2019s primary product image, title, star rating, review count, price, and Prime eligibility are automatically displayed from the product detail page. We can also see the \u201cSponsored\u201d tag above the title or in the top right-hand corner of the video.<\/li>\n
  2. Video<\/strong> \u2013 The video begins to play automatically when 50% of it is visible on the screen.<\/li>\n
  3. Mute toggle button<\/strong> \u2013 By default, video ads always start without audio. To enable the audio, the mute toggle button overlaid in the bottom right-hand corner can be tapped. This button is not displayed for videos with no accompanying audio.\u00a0<\/strong><\/li>\n<\/ol>\n

    VIDEO AND AUDIO SPECIFICATIONS<\/strong><\/h2>\n

    Sponsored Brands video ads must adhere to the following specifications:<\/p>\n