Updated: Jun 18



Amazon Advertising is quickly becoming the go-to solution for many of Amazon’s estimated 2 million sellers. And with a host of new updates and features in the past six months, they’ve never made it easier for merchants to boost sales conveniently, affordably and above all effectively.


Amazon video ads may seem like the easiest way to tell your brand story. With the decline in traditional TV advertising, digital media has enjoyed a significant boon over the past two years resulting in a 16.4 billion revenue in 2019 through video alone. And those numbers are only expected to increase.


Amazon is nothing if not a brand safe channel. Targeted video through Amazon storefronts, mobile apps and tablets ensure engagement across all deliverable channels, creating a unified and coherent message which speaks directly to customers no matter where they are. But is video truly an effective investment?


Sources indicate so. According to a recent report from digital consulting firm Feedvisor, 59 percent of brands surveyed indicated Amazon Advertising generated their highest return on media spending. 83 percent of those brands reported a return on advertising spending up to four times more than their initial investment, with 47 percent indicating a seven fold return. 


ROI may be one thing. But what about functionality? And how do you make the most from your Amazon Advertising campaign with a minimal budget?



Amazon Video Playback

With Amazon video ads, content is automatically played back once the display is at least 50 percent visible But keep in mind that the video ads are not currently supported by the most popular Amazon service: Amazon Prime. And despite early reports they were experimenting with a free ad-supported version of Prime, it doesn’t look like they’re going to support them any time soon.


While autoplay ads are typically muted, audio playback requires direct user interaction. Once your video is scrolled out of view, autoplay is automatically paused. Ads can appear either within video content as an in stream ad or as a creative element within a Sponsored Display ad. Typically, instream video ads get the most traction from Amazon’s exclusive video inventory, including IMDb TV and Fire TV



Why Amazon Sponsored Brands? 

  • Self Service. Amazon Advertising has a host of both automatic and manual features in their Sponsored Brands campaign builder; including built in UI reporting, targeting and analytics that can help you successfully build and refine your campaign strategies with each passing month.

  • Mobile Friendly. Both app and browser users combined reportedly spent over 15 billion minutes per month with Amazon in 2018. And if you’re not taking advantage of an ad campaign that’s video friendly (a platform estimated to account for 78 percent of all mobile traffic by 2021), you’re not taking advantage of Amazon’s full potential.

  • Showcase. It’s been estimated that video ads can lead to a conversion rate of almost 80 percent. And while you may not have the budget for a YouTube campaign, Amazon’s services are designed to be cost inclusive for smaller businesses; allowing brands to showcase their product line effectively, no matter what size their budget.



How To Use Video In Sponsored Brand Ads 

  • Education: Amazon customers aren’t just shopping for luxury items. They’re shopping for solutions. Make certain your video content is product-oriented and informs viewers about the benefits of your brand clearly and concisely.

  • Display: Amazon has indicated that products shown in the first few seconds typically tend to perform better. Display errors such as empty start frames and fading in from black aren't just wasteful. They can have a negative impact on customer perception altogether.

  • Focus: While Amazon Sponsored Brands allows video anywhere from 6 to 45 seconds in length, a video of approximately 15 to 30 seconds is considered optimal. It’s just enough time to highlight selling points and just brief enough to ensure clarity and coherence. 

  • Optimize: Because videos are automatically muted, customers will need to manually turn sound on. Unfortunately, there’s a strong chance that more than a few simply won’t. There’s no room for ambiguity in a video ad. Make certain your message is clear enough with text and images, not a voiceover narrative. User interface can also affect the playback, so ensure your video is optimized for both PCs and.laptops as well as mobile without hindering any relevant selling points. 

  • Video Looping: One of the quirks about Sponsored Brand video ads is automatic looping after initial viewing. Customers can sometimes find this frustrating; either add an end card to help customers pause and take in your ad, or allow the fade out to transition seamlessly to the first frame without any sense of a disconnect.



Amazon Sponsored Brand Video And Self Service

Video in Sponsored Brands may be one of the most powerful tools you can use in an Amazon advertising campaign. That’s chiefly because of the nature of self service in Sponsored Brands. As powerful as Amazon’s A9 algorithm is, it still can’t accurately predict the pace at which customers browse. Customers demand personalization in their shopping habits in 2020; and that sense of personalization extends as much to advertising as it does to browsing.


Tips For Creating Amazon Video Ads That Drive Sales 

  • Use Amazon Templates: Amazon is a constantly evolving platform with specific content criteria which seems to change every other week. Using pre-existing templates to create your video can help reduce specification errors and enable you to launch your campaign quickly more effectively.

  • Add a clear call to action: A call to action doesn’t just reinforce your message. It’s been known to increase conversions by as much as 121 percent. If Amazon’s call to action doesn't include the exact text you want, consider adding a custom one instead.

  • Optimize for sound off viewing: Video ads on Amazon automatically default to a sound off setting. And customers won’t necessarily click to turn the audio on. Make certain your visuals (including text) convey your message without customers second guessing.

  • Use Amazon DSP: Amazon Demand Side Platform (DSP) allows you to reach potential customers—even when they aren’t on Amazon. DSP ads reach OTT, or over the top, customers on both Amazon-owned sites and third party sites to engage your ideal audience. DSP content can be both self managed to allow you total control or managed by both Amazon and external agencies if you simply don’t have the time for a more hands on approach to video.



How CML Can Help You Maximize Advertising With Amazon Video 




Color More Lines helps you drive more sales and maximize your advertising spending with proven and experienced marketing expertise on Amazon and beyond. We provide white glove, global account management of your ecommerce platform so mission driven companies can focus on new product development, branding and growth strategies. Find out more at Color More Lines.

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