The Power of Amazon Sponsored Brand Video
Amazon Sponsored Brand Video has long been a powerful tool for brands aiming to build their presence on the platform. These engaging ads allow sellers to showcase their products and tell their brand story through immersive video content. With the recent update, Amazon has taken a giant leap forward by supporting vertical video, a format that aligns seamlessly with the preferences of today's mobile-savvy consumers.
Optimizing for Success: Amazon Sponsored Brand Video and Vertical Format
Vertical video is not merely a passing trend; it's a response to the way consumers engage with content on their mobile devices. By embracing this ad format, Amazon is ensuring that Sponsored Brand Video Ads are not only visually appealing but also tailored to the user experience on smartphones and tablets. This move is particularly strategic, considering the rising trend of mobile shopping and the need for advertisers to adapt to changing consumer behavior.
When crafting your Sponsored Brand Video in a vertical format, focus on highlighting key product features and brand elements that resonate with your audience. This format offers a more immersive experience, allowing potential customers to engage with your content effortlessly. Ensure your video content is not only visually stunning but also easy to read, even on smaller screens.
Expanding the Horizon: Goals and Options
Vertical video is available under the "Drive page visit" goal, enabling advertisers to highlight a collection of one, two, or three advertised products. Under the "Grow brand impression share" goal, advertisers can initiate a video campaign featuring either no advertised products or one, two, or three products. Shoppers clicking on an advertised product will visit the product’s detail page; shoppers clicking on any other ad element will visit their Amazon Store.
Many brands previously had to reformat 9:16 videos for use on Amazon. However, with this update, you can now seamlessly reuse content created for other social channels in your Amazon Ads. This not only saves time and effort but also ensures consistency across your various advertising channels.
Performance Boost: Vertical Video Outperforms Horizontal
Vertical video also performs better than horizontal video. According to YouTube, a vertical creative delivers 10-20% more conversions per dollar than those with landscape video. During an early beta test on Amazon, a vertical video ad (in 9:16 format) drove, on average, +8.9% higher click-through rate (CTR) than a horizontal (in 16:9 format) video ad.
Connecting with Audiences: The Benefits
With this new format, you can now connect with audiences using vertical video and mobile-optimized video formats, re-use existing video assets on Amazon, and drive shoppers to explore your Store on Amazon with Sponsored Brand video.
Vertical video is available to US-only advertisers with an active Brand Store. This launch is available to vendors, registered sellers, managed services, and self-service. Vertical video is accessible on the advertising console and the Amazon Ads API.
In conclusion, the introduction of vertical video support for Amazon Sponsored Brand Ads is a game-changer for brands looking to enhance their advertising strategy on the platform. By aligning with the preferences of mobile users and focusing on creating visually compelling content, you can elevate your brand and product visibility, ultimately driving higher click-through and conversion rates. Embrace the power of vertical video to stay at the forefront of Amazon advertising and capture the attention of your target audience.
