Good practices for creating videos for advertising on Amazon

Why is it worth using video ads?
Video advertising in the eCommerce sector is becoming an essential marketing tool. Every year, the number of people spending time watching video content increases, creating huge opportunities for companies wishing to effectively promote their products. Such advertising on Amazon is not only a way to increase product visibility but also to professionally showcase its benefits, leading to higher conversion rates.

The importance of video ads on Amazon
Video ads on Amazon play a crucial role in increasing visibility and sales of products, offering an engaging experience for potential customers. Research shows that video ads can increase product page views by as much as 70% and have a higher conversion rate than traditional display ads. Video ads allow for a dynamic presentation of product features and benefits, helping customers better understand how it can assist them.

Types of video ads on Amazon

Sponsored Display Video Ads
With this technology, you can effectively reach your target audience through strategically placed video ads. Amazon allows for optimization of advertising spending by targeting specific behaviors and interests. Sponsored Display video ads are versatile and can be used to promote new products, highlight sales, or build brand awareness.

Sponsored Brands Video Ads
These ads appear at the top of search results and include the brand logo, a personalized headline, and a video showcasing products. They allow you to capture the attention of potential customers and stand out from the competition. Sponsored video ads enable you to tell the brand's story in an engaging way, increasing the chance of attracting customers' interest and making a purchase.

Video builder
Amazon offers a variety of templates that allow for quick creation of professional-looking video ads without requiring extensive design skills. These ads are easy to use and allow you to focus on the message rather than the technical aspects of production.

New Features

Vertical video
Amazon has introduced a new feature that allows for the creation of vertical video ads. These ads are available under the goal of "Drive page visit," allowing advertisers to highlight one, two, or three advertised products. Additionally, under the goal of "Grow brand impression share," advertisers can launch video campaigns without, or with one, two, or three advertised products. Clicking on the advertised product leads to the product details page, and clicking on other elements of the ad leads to the Amazon Store. This new feature allows for a more authentic and engaging presentation of the brand, especially on mobile devices.

Integration with Canva
Amazon has made video ad creation easier by integrating with Canva. You can now use Canva templates to quickly and easily create professional video ads. Canva offers a range of ready-to-use templates that can be customized to suit your brand's needs. You can edit graphics, add logos, headlines, and other visual elements, allowing for a cohesive and attractive advertising campaign.

Technical requirements for video ads on Amazon

• Video format: MP4 or MOV

• Resolution: 1280x720, 1920x1080 or 3840x2160 pixels

• File size: maximum 500MB

• Duration: 6-45 seconds (recommended up to 20 seconds)

• Video codec: H.264 or H.265

• Video bitrate: minimum 1 Mbps (recommended 4 Mbps or higher)

• Aspect Ratio: 16:9

• Language: must correspond to the location of the ad

Audio specifications:

• Audio codec: PCM, AAC or MP3

• Audio format: stereo or mono

• Audio bitrate: minimum 96 kbps

• Sample rate: minimum 44.1 kHz

Best practices for creating video ads on Amazon

1. Avoid using calls to action in the video content: focus on creating engaging content that leaves a lasting impression on viewers. Remember to avoid phrases like "Buy now" or "Subscribe today."

2. Present the product story in the first 5 seconds: the first few seconds are crucial to grab viewers' attention and keep them engaged.

3. Use high-resolution video: this increases the chances of making a purchase and showcases the professionalism of the brand.

4. Tell the brand's story in a compelling way: storytelling builds an emotional connection with the viewer.

5. Add an emotional connection with the product: realistic examples and customer testimonials increase credibility.

6. Display the brand logo at the beginning, end, or throughout the entire duration of the video: this increases recognition and builds trust.

7. Optimize your page using optimization tools: add transcripts, use keywords, analyze data to improve effectiveness.

Summary
Video ads on Amazon are a powerful tool for increasing visibility and sales of products. Following the guidelines can help create effective video ads that attract the attention of target audiences and increase sales. The key to success is continuous monitoring of results, data analysis, and adjusting strategies according to needs.