Amazon sponsored brand video: what they are and how to
use them in your Amazon strategy
Key stat: Viewers
retain 95% of a video message versus 10% for text.
In early 2020, you
can now show (in beta testing version in U.S.) video content right in the
search results. It works on keywords to target the audience, and this expands
the format of the "sponsored" product ads with now providing video.
The idea is for the
sponsored brand video ads to grab the user's attention while they browse search
results, and is a tactic to consider, when looking to boost your CTR and
conversions.
So how have the
early results been for some advertisers relative to Amazon's other offerings?
The cost per clicks (CPC) were lower for the keywords tested. More research has
not been provided because this is so new, but worth monitoring. Each strategist
should review the tools and determine for themselves how they could generate
benefits relative to other strategies and tactics.
Other tips to
consider:
- On screen text: lay over the video in case the user's sound is off.
- Video loop: 15-30 seconds.
Good luck!
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