Amazon Sponsored Brands video
Convince your customers with video ads on Amazon
Convince your customers with video ads on Amazon
Amazon Sponsored Brands videos appear on the search results page of Amazon and related devices such as Fire TV, Amazon Prime Video, and external websites. They are ideal for promoting your brand message as well as products and services. The result: a higher CTR (click-through rate), which leads to a better ranking – and consequently the advertised product also increases in the organic results. This ad format is one element of a comprehensive service portfolio that is tailored to your goals.
The main advantages of Amazon Video Ads
Product function can be shown in detail
Cheaper CPCs than other formats
High click-through rate
Products are made tangible
High conversion rate and improved ranking
This is how we optimize your video ads
Redirect to relevant product pages
Depending on the selected placement, Amazon video ads redirect the customer to the product detail page or a separate website for the advertised product. We use existing video and image material to play the Brand Video commercial. We will be at your side to ensure that the video is created in accordance with Amazon’s technical and content-based guidelines.
How do Amazon Sponsored Brands Video Ads work?
Targeting a specific keyword
With this ad format, you also have the option of including positive and negative keywords with the various keyword match types – just like with other campaign formats.
Your customers will be directed to the product detail page via a direct link, where they can get more information and make purchases.
Billing is based on the click price model – Cost-Per-Click (CPC). Your ad only costs something if it is actually clicked.
This is how the Amazon Sponsored Brands videos look on the search results page
In the search results you will find the primary product image when you activate Sponsored Brands video ads. Your customers will automatically see the relevant product information (title, star rating, number of reviews, price and Prime eligibility).
In addition, a video is displayed above the regular product information. When 50 percent of your video is viewable on each customer’s screen, the video will play automatically. Customers have the ability to control audio playback on the bottom right corner of the video. You must actively turn on the sound, as the video ads always start without sound by default. If it’s a video with no sound, the customer won’t see a mute button.
Tips and requirements for Sponsored Brands videos
High-quality content for your video message
Customers often don’t just decide for a single product, but for a brand that stands behind the product. In your video content you should therefore present your brand, combined with the most important product information. Instructive, product-oriented and demonstrative content is well suited for this.
Note: If the first second of a sponsored video shows the product, it usually performs better than videos that show the product later.
We recommend 15 to 30 seconds as the optimal video length. This time is enough to pass a message and draw the customer’s attention to the product. We recommend that you focus on no more than five key selling points. This means that your core message is actually received and does not get lost in the mass of information.
The requirements for Sponsored Brand video ads
- Your video for the Sponsored Brand Video Ads must be between 6 and 45 seconds.
- Video dimensions: The formats 1920×1080, 1280×720 and 3840×2160 pixels are allowed
- File size: Your video must be less than 500 MB
- File format: Both .MOV and .MP4 are allowed as file formats.
- Aspect ratio: Make sure that the video is shot in a 16:9 aspect ratio, as this is the only ratio allowed by Amazon.
- Frame rate: The frame rates 23.976, 24, 25, 29.97, 29.98 and 30 fps are allowed.
The video codec H.264 or H.265, main or initial value as video profile and a video bit rate of at least one Mbit/s apply as further requirements. The video scan type should be progressive and the audio codec allowed are PCM, MP3 and AAC. The audio format must be mono or stereo, the audio bit rate must be at least 96 kbps and the audio sample rate must be at least 44.1 khz.
Your videos must not contain black bars. Empty or black frames at the beginning or end of the video are also not allowed.
Sponsored Brand Video Ads with or without sound? Things to note:
This is how your video works without sound: Here the video comes out completely without sound. The message can be conveyed using images. Although this variant is the simplest because customers do not have to turn on the sound first, there is a risk that important information will not be presented.
This is how your video with sound and text works: In this case, the video is offered with sound, but many customers may view the Sponsored Brand video ads without sound.
It is therefore advisable to communicate the product message using text in the video. The text must be visible and legible even on small devices. Here, the sans serif font Helvetica is recommended, which should have a minimum size of 80 pixels. Video text is also clearly visible on mobile devices if the text is in white text on a black frame with an opacity of 80 percent.
In addition, it is important to ensure that the text in the video is not obstructed by the user interface.
Amzell supports you in preparing your Amazon Sponsored Brands Video Ads and ensures that your ads comply with Amazon guidelines. Ask us without obligation!
Shall we talk about your Amazon potential ?
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