Why Use Video Ads?

Video advertising in the eCommerce industry is becoming an indispensable marketing tool. Each year, the number of people spending time watching video content increases, creating huge opportunities for companies wanting to effectively promote their products. Video advertising on Amazon is not only a way to increase product visibility but also to professionally showcase its benefits, resulting in higher conversion rates.

The Importance of Video Ads on Amazon

Video ads on Amazon play a key role in increasing product visibility and sales, offering an engaging and immersive experience for potential customers. Studies show that video ads can increase product page views by up to 70% and have a higher conversion rate than traditional display ads. Video ads allow for a dynamic presentation of a product’s features and benefits, helping customers better understand how it can help them.

Types of Video Ads on Amazon

1. Sponsored Display Video Ads: This technology allows you to effectively reach your target audience through strategically placed video ads. Amazon enables ad spend optimization 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.
2. Sponsored Brands Video Ads: These ads appear at the top of search results and include the brand’s logo, a personalized headline, and a video showcasing products. They help attract potential customers and stand out from the competition. Sponsored video ads allow for telling the brand’s story in an engaging way, increasing the chances of capturing customer interest and making a purchase.
3. Video Builder: Amazon offers various templates for quickly creating 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 for creating vertical video ads. These ads are available under the “Drive page visit” objective, allowing advertisers to highlight one, two, or three advertised products. Additionally, under the “Grow brand impression share” objective, advertisers can launch video campaigns with or without one, two, or three advertised products. Clicking on the advertised product leads to the product detail page, and clicking on other elements of the ad leads to the Amazon Store. This new feature allows for a more authentic and engaging brand presentation, especially on mobile devices.

Integration with Canva

Amazon has made it easier to create video ads through integration with Canva. Now you can 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, creating a cohesive and attractive advertising campaign.

Technical Requirements for Video Ads on Amazon

Technical Specifications:

• Video Format: MP4 or MOV
• Resolution: 1280×720, 1920×1080, or 3840×2160 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 match the ad’s location

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 Video Content: Focus on creating engaging content that leaves a lasting impression on viewers. Avoid phrases like “Buy now” or “Subscribe today.”
2. Present the Product’s Story in the First 5 Seconds: The first few seconds are crucial to capturing viewers’ attention and keeping them engaged. Use visuals and sound to quickly and effectively present the product’s benefits.
3. Use High-Resolution Video: High-quality video helps better understand the product, increasing the chances of making a purchase. It also shows professionalism and attention to detail, building customer trust.
4. Tell the Brand’s Story in an Engaging Way: Creating an emotional connection with viewers can significantly influence their purchasing decisions. Use storytelling techniques to convey your brand’s values and mission.
5. Add an Emotional Connection to the Product: Understanding customer emotions and creating content that resonates with their needs can create a strong bond between the brand and the customer. Use realistic examples and customer reviews to build credibility.
6. Display the Brand Logo at the Beginning, End, or Throughout the Video: This increases brand recognition and builds trust. Ensure the logo is clear and easily noticeable.
7. Optimize the Page Using Optimization Tools: This improves the quality and discoverability of the video, increasing engagement and conversions. Use appropriate keywords, add video transcripts, and analyze the page to identify and fix potential issues.

Summary

Video ads on Amazon are a powerful tool to increase product visibility and sales. Following guidelines can help create effective video ads that attract the attention of target audiences and boost sales. Remember, the key to success is continuous performance monitoring, data analysis, and strategy adjustment based on needs.