One of the most recent additions to the Amazon Ads playbook is Sponsored Brand Video. This new option available to advertisers provides unique abilities and benefits to make an ad strategy even more impactful than before. In fact, 81% of people have been convinced to buy a product or service by watching a brand’s video.
So, what are Sponsored Brand Video ads? Why should you use them? What are the requirements and best practices? Read on to discover all this and more.
Similar to Sponsored Product and Sponsored Brand ads, Sponsored Brand Videos use an auction-based keyword targeting system. To get your video in front of shoppers’ eyes, you’ll need to bid high enough to win the space for a given search term.
Sponsored Brand Videos appear within the search results on both mobile and desktop. They start playing once the video is at least 50% visible to the shopper. While you can put sound to your video, shoppers won’t hear it unless they unmute the video, so don’t depend on audio to get your message across.
When a shopper clicks a Sponsored Brand Video, they will be taken to one specific detail page that you designate. It’s best to only feature one product in your ad so shoppers go to the right product when they click the ad.
Sponsored Brand Videos can play an important part of your ad strategy. Shoppers are more likely to watch an engaging video than read about a product. Not to mention, 66% of people said they’d prefer to watch a short video to learn about a product or service.
How do Sponsored Brand Videos perform as compared to other ad types? In a sampling taken from 15 different brands advertising across all ad types, the average ROAS for a Sponsored Brand Video targeting branded terms was 72% higher than the other ad types and 33% higher for non-branded targets.
The average click-thru-rate for a branded Sponsored Brand Video was 507% higher than other ad types and 703% higher for non-branded ads.
Finally, cost-per-clicks in this space seem to be lower than with Sponsored Products and Sponsored Brands, possibly because Sponsored Brand Videos are newer and underutilized. The average CPC for a branded Sponsored Brand Video was 26% lower than other ad types and 4% lower for non-branded campaigns.
All in all, there are several significant benefits to using Sponsored Brand Videos in your advertising strategy.
For a strong Sponsored Brand Video, follow an Introduce, Inspire and Educate, Call-to-Action format. First, introduce your product. Second, use visuals and text call-outs to both inspire and educate the audience about the product. Finally, include a call-to-action to encourage the shopper to purchase the product.
Like with any ad type, there are certain requirements for using Sponsored Brand Video. Be sure to review the full list of technical requirements, but here are some general best practices and guidelines to keep in mind to ensure your ad is approved:
Keep these tips in mind and you’ll be well on your way to having top-notch Sponsored Video ads! Interested in learning more about how Pattern’s advertising team could help you sell even more on Amazon or other marketplaces? Schedule a demo of our services below or read our guide to Amazon advertising below.
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Entering the ecommerce landscape is a huge undertaking for any brand—it usually requires a large investment in resources and expertise to really be successful. Any brand can quickly get in over their heads trying to navigate the nuances of SEO, fulfillment and logistics, distribution control, listing optimization, and meeting the numerous other requirements and administrative tasks to show up well on marketplaces.
Unfortunately, because it’s so easy for third party, gray market, and unauthorized sellers to obtain and sell products online, many brands find themselves pressured to execute an ecommerce plan without the right resources to succeed on marketplaces and their other channels.
So, for brands looking to enter the ecommerce space or improve their current and future performance, it makes sense to partner with an ecommerce consultant.
Pattern’s global presence and proven success with hundreds of brands has allowed us to develop highly effective ecommerce consulting services. We can guide your brand to navigate issues both large and small in marketplaces worldwide. To maximize your ecommerce efforts, you’ll need to understand what an ecommerce consultant does and how to select one who drives the right value for your brand and products.
An ecommerce consultant is a specialist in the ecommerce space who can give you personalized guidance on how to market your products and grow their presence on digital marketplaces.
An ecommerce consultant should be able to analyze your brand, audience, category, opportunity, and current roadblocks and help you understand how to utilize your resources (or what resources are missing) to be most effective in capturing your opportunities in the ecommerce space.
Not sure how to evaluate a consultant? Here are 4 key attributes to look for as you make your choice.
At Pattern, we prioritize brand obsession for a reason—we know that a brand-centered mindset makes a crucial difference in the outcomes and results our partners achieve. So in our experience, when you begin your search for an ecommerce consultant, it’s important to look for a partner who is specialized in ecommerce, invested in the product, and passionate about helping brands build and improve their strategies. Typically, this means finding someone that consults exclusively for ecommerce marketplaces, rather than choosing a consultant who offers many different services.
It’s also important to avoid choosing a consulting partner who can’t deliver the right experience for your brand. The best indication of whether your potential consultant can do that is to review their history, data, and results with other brands. Ask if they’ve helped others in your selling category, if they’ve solved specific issues your brand is facing, and why they feel you are a good fit. The key is to leave the conversation feeling confident that you understand your consultants’ capabilities and whether or not they match up with your needs.
It’s best to pick a consultant who knows how to guide a brand onto and through multiple marketplaces worldwide. You’ll want to take a look at your long-term strategy and think about the regions and platforms you’re currently on and where you might want to take your brand in the future. If your consultant is truly great at what they do, they’ll be able to help you perform well enough with your current product roadmap that it’ll be a no-brainer to expand your presence at the right time.
The most effective partnership with an ecommerce consultant will be able to give you both recommendations and point you to solutions for making those changes in your planning, processes, and execution. Your time and money is valuable, so you want to make sure that you’re spending it as efficiently as possible as you follow your consultant’s advice. So, before you commit to an ecommerce consultant, ask about the resources and concrete solutions they typically recommend to the brands they work with.
Finding an ecommerce consultant that checks the boxes can be a difficult task. At Pattern, our entire focus and drive centers around giving brands the tools and resources they need to succeed on domestic and international ecommerce marketplaces.
With over 100 global ecommerce consultants across 10 global offices, we have the right tools to partner with brands across the world to achieve better ecommerce success. We give specialized advice, then make sure our partners have all the adequate SEO, social media, CRM, Amazon multi-channel fulfillment services, and ecommerce outsourcing services they need.
Interested in ecommerce consulting services? Set up a call here to learn what Pattern can do for your brand on global marketplaces.