Last year Amazon continually expanded its advertising features within Seller Central. Often these were small changes: different targetting methods or more ways of displaying your ads. This time around, Amazon is starting the year with a bang and has rolled out the Video Beta to a larger number of sellers. As it was released yesterday it is still too early to report on the effectiveness. We’ve started running video ads as of today and will make sure to report back on the initial results.
Within Seller Central go to Advertising > Campaign Manager. Click Create Campaign and continue with Sponsored Brands. If you scroll down you should see Video Beta as one of the options in Ad format:
Different video styles work better for different products. However, Amazon gives away some important recommendations in their requirements section:
Choose a video
Keep your video brief and relevant. It will autoplay, so make sure the first 2 seconds are highly engaging, and don’t rely on sound to communicate your message. If you use text in your video, make sure it’s legible.
Video file requirements:
We agree with Amazon on this: definitely use easy to read subtitles in your video, only 12-15% of all videos are being viewed with the sound on*. Keep your video’s short and sweet and definitely capture the customer’s attention in the first few seconds.
If we have to add one thing to Amazon’s own recommendations, it is to hurry up. Video’s can easily quadripple conversion rates compared to static display ads, especially when you’re one of the few that is running them.
While we haven’t had the chance to test video advertising on Amazon yet, we have had amazing results with video ads on Facebook and are very excited to be rolling out this advertising feature to all of our Amazon clients.
Looking to start advertising with video but do not yet have access or the content ready to launch a campaign? Contact us below and we’ll be happy to help.
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