Following a successful trial launch in the United States in January 2020, Amazon Sponsored Brand Videos launched in Germany and the UK in September, providing a new powerful advertising feature for marketplace sellers.

An introduction to Sponsored Brand Videos

Sponsored Brand Videos (SBVs) are a relatively new advertising format on the marketplace, enabling sellers to incorporate video ads into search results on Amazon. Earlier beta versions of the software were named Video Search and appeared only on the Amazon app for iOS devices, but Amazon has since rebranded and enhanced functionality.

The new video format auto-plays ads within search results on mobile and desktop devices, using a cost-per-click (CPC), keyword targeted purchasing model to drive potential customers directly to product pages.

Due to the choice and competition in the marketplace, it can be challenging for sellers to create a brand message with shoppers that only view images and skim product descriptions. Amazon has taken steps to support brands by providing the SBV feature to visually engage consumers, with content targeted through keywords. According to statistics, viewers retain 95% of a message when watching a video compared to only 10% of the message when reading it in text format.

The benefits of SBVs

The results that can be yielded from video ads will vary based on different products and categories, as well as existing brand awareness. Our Activ8 specialists have discovered that although the Advertising Cost of Sale (ACOS) will vary depending on those factors, videos are consistently showcasing strong click-rates compared to other Sponsored Brand Advertising formats.

Some products are also more suited towards video advertising, benefitting from showcasing the items in-action, and identifying key features and unique selling points for the consumer.

Sponsored Brand Video advertising also offers some additional benefits that should be considered:

• Stand-out formatting – The ad format creates a contrast compared to the rest of the search results page, which will naturally attract more potential customers to view the content.

• A low ACoS – the generally low ACoS figures that are currently emerging from brands using this type of advertising are suggesting that the CPC and ACoS will be lower than Sponsored Product Ads.

• New-to-brand performance benefits – the ad positioning and creative content capabilities provide an opportunity to engage with new customers browsing for items or comparing listings within a particular keyword or category.

  
  
  

Creating your new Sponsored Brand Video campaigns

The process of creating the video ads within Amazon is simple and only takes a few minutes, however, it is highly recommended that brands only use SBVs with suitable assets. The videos should be purpose-built for Amazon advertising, or easily adaptable from existing content to suit the Amazon audience.

Video ads are also product-specific and cannot include a combination of product links or link to your Amazon store. Instead, sellers must carefully match video assets to the desired products. Keep in mind that the video will auto-play when it is at least 50% visible on the screen, with the sound automatically muted. Because of this, on-screen subtitles can be extremely important to ensure that viewers can always follow along.

Video format requirements

As with all other Amazon advertising types, there are specific file guidelines that should be followed to ensure compatibility. This includes:

• File resolution: 1920 x 1080px, 1280 x 720px, or 3840 x 2160px

• File formats: MP4 or MOV

• File size: 500MB or smaller

• Video duration: 6-30 seconds

• Display aspect ratio: 16:9

• Minimum audio bit rate: 96 kbps

Best Practices

Sellers should take the time to familiarise themselves with Sponsored Brand Videos before implementing changes into their Amazon advertising strategy. We have assembled a list of our recommended best practices to help you guide you through some of the most important aspects to consider.

• Engage without sound + subtitles

As all videos automatically play muted, the content must be engaging to Amazon shoppers viewing without sound. Using lifestyle imagery examples, in-use product shots and text captions will greatly enhance the video’s potential to communicate the product’s unique value.

• Demonstrate the product features

Our observations have discovered that videos focusing on product features will tend to perform better than general branding videos. Showcasing how your product will address a shoppers’ needs is recommended, whereas branding videos are ideal for A+ Content or an Amazon storefront. It should be noted that Amazon guidelines are still applied to any claims made in the video and will have to pass moderation before approval.

• Consider the border and formatting

Position all the main video elements within a safe area, to ensure that text, logos, and any other important information does not get cropped. The on-screen text should use a simple font, overlayed with sufficient contrast so that the text is readable against all background colours and device sizes.

• Optimise your listings

Optimising the product page that is linked to the video ad can help with maximising the chances of converting customers. The product listing should reflect the information and user experience shown in the video, with A+ content and images included to visually engage potential customers. 

A welcome addition to Amazon

Although it is a relatively new addition to Amazon’s advertising tools, Sponsored Brand Videos has the potential to be one of the most effective online offerings for sellers. Its ability to directly advertise to customers with a high-purchase intent provides a viable alternative to other digital channels.

Get in touch with us to learn more about Sponsored Brand Videos, how to get started, and the best practices for building effective channel-specific content.