How to Create and Optimize Amazon Advertising Video for Your Products

By Cepy 8/23/2023 Post a Comment

Hi Online Friends,

If you are a seller or a marketer who wants to reach millions of potential customers on Amazon, you might want to consider using video ads. Video ads are one of the most effective ways to showcase your products and brand on Amazon's websites, mobile apps, and Fire tablet wake screen. They can help you increase awareness, consideration, and conversion by telling a compelling story with sound and motion.

In this article, we will guide you through the different types of video ads available on Amazon, the benefits and costs of each one, and the best practices and guidelines to create and optimize them. By the end of this article, you will have a clear understanding of how to use video ads to grow your business on Amazon.

What are Amazon Advertising Video Ads?

Amazon advertising video ads are video clips that appear on various placements on Amazon's platforms, such as search results page, product detail page, home page, Fire tablet wake screen, and third-party publisher sites. They allow you to promote a specific product or brand within Amazon or direct customers to a landing page outside of Amazon.

Amazon advertising video ads are different from other types of video content on Amazon, such as product videos or live streams. Product videos are uploaded by sellers or vendors to their product detail pages to provide more information and demonstration of their products. Live streams are interactive video broadcasts that showcase products and offer deals in real time. Both product videos and live streams are free to use and do not require any advertising budget.

The Benefits of Amazon Advertising Video Ads

Amazon advertising video ads have many benefits for sellers and marketers who want to reach and engage customers on Amazon. Some of them are:

They can help you stand out from the competition by capturing customers' attention with eye-catching visuals and sound.
They can help you communicate your value proposition and brand personality more effectively than static images or text.
They can help you showcase your product features, benefits, and use cases in a more realistic and relatable way.
They can help you drive more traffic and conversions by encouraging customers to click on your ad or visit your product detail page or landing page.
They can help you measure your performance and optimize your strategy with various metrics and reports, such as impressions, clicks, conversions, return on ad spend (ROAS), and more.

The Costs of Amazon Advertising Video Ads

Amazon advertising video ads are not free to use. They require a certain amount of advertising budget and bidding strategy to run. The costs of Amazon advertising video ads depend on several factors, such as:

The type of video ad you choose: There are different types of video ads available on Amazon, such as Sponsored Brands video, Over-the-top (OTT) video, and Amazon video ads. Each type has different features, benefits, placements, and requirements. We will discuss them in more detail in the next section.
The bidding model you choose: There are different bidding models available for Amazon advertising video ads, such as cost-per-click (CPC) and cost-per-thousand impressions (CPM). CPC means you pay only when someone clicks on your ad, while CPM means you pay for every 1,000 impressions (views) of your ad. The amount you pay depends on how much you bid for each click or impression.
The competition level in your niche: The more competitors there are in your niche, the higher the demand for the ad space, and the higher the cost of the ad. You need to bid higher than your competitors to win the ad auction and show your ad to customers.
The quality and relevance of your ad: The quality and relevance of your ad affect how often it is shown to customers and how likely they are to click on it. Amazon uses a quality score system to measure how well your ad matches the customer's search query and intent. The higher your quality score, the lower your cost per click or impression.

The Types of Amazon Advertising Video Ads

As we mentioned earlier, there are different types of video ads available on Amazon. Each type has its own advantages and disadvantages, depending on your goals, objectives, and budget. Here is a brief overview of each type:

Over-the-top (OTT) Video

Over-the-top (OTT) video is a type of video ad that appears in streaming TV shows and movies on Amazon's ad-supported streaming services, such as IMDb TV, Twitch, and Fire TV. It also includes live sports events, such as Thursday Night Football. It allows you to promote your product or brand with a full-screen video clip that plays before, during, or after the content. The video is non-skippable and has sound enabled by default. The user can also click on the video or the accompanying banner to go to a landing page or a product detail page on Amazon.

The benefits of OTT video are:

It can help you reach a large and engaged audience who are watching high-quality streaming content on various devices, such as smart TVs, laptops, tablets, and smartphones.
It can help you increase your brand awareness and recall by showing up in premium and exclusive content that customers trust and enjoy.
It can help you target your audience based on various criteria, such as demographics, interests, behaviors, locations, and more.

The costs and requirements of OTT video are:

It is charged on a CPM basis, meaning you pay for every 1,000 impressions (views) of your ad.
It requires a minimum budget of $35,000 per campaign.
It requires a video asset that meets the technical specifications, such as video dimensions, frame rate, audio, bit rate, codec, file size, and duration. The recommended video dimensions are 1920 x 1080 pixels (16:9 aspect ratio), and the recommended video duration is 15 to 30 seconds.
It requires a banner image that appears below the video player. The banner image should have a width of 300 px, a height of 60 px, and a maximum file size of 40 KB. It should also include a logo image and a call to action text.

Amazon Video Ads

Amazon video ads are a type of video ad that appears on Amazon's websites, mobile apps, and Fire tablet wake screen, as well as on third-party publisher sites across the web. They allow you to promote your product or brand with an out-stream video clip that plays automatically when at least 50% visible on screen. The video is muted by default until the user taps or clicks on it. The user can also click on the accompanying logo, headline, and call to action link to go to a landing page or a product detail page on Amazon.

The benefits of Amazon video ads are:

They can help you reach a diverse and relevant audience who are browsing and shopping on Amazon or other websites across the web.
They can help you leverage Amazon's first-party insights, measurement capabilities, exclusive inventory, and priority access to third-party content to optimize your campaign performance.
They can help you use various creative formats and layouts to suit your campaign objectives and placements.

The costs and requirements of Amazon video ads are:

They arecharged on a CPM basis, meaning you pay for every 1,000 impressions (views) of your ad.
They require a minimum budget of $15,000 per campaign.
They require a video asset that meets the technical specifications, such as video dimensions, frame rate, audio, bit rate, codec, file size, and duration. The recommended video dimensions are 1280 x 720 pixels (16:9 aspect ratio), and the recommended video duration is 15 to 30 seconds.
They require a logo image, a headline, and a call to action link. The logo image should have a width of 300 px, a height of 60 px, and a maximum file size of 40 KB. The headline should have up to 50 characters of text describing your campaign messaging. The call to action link should have up to 25 characters of text directing customers to your landing page or product detail page.

A Detailed Table Breakdown of Amazon Advertising Video Ads

To help you compare and contrast the different types of Amazon advertising video ads, we have created a detailed table breakdown that summarizes their main features, benefits, costs, and requirements. You can use this table as a reference guide when planning and creating your video ads on Amazon.

Type	Placement	Format	Bidding Model	Minimum Budget	Video Specifications	Other Requirements
Sponsored Brands Video	Search results page on Amazon.com and mobile devices	In-stream video that plays automatically when at least 50% visible on screen. Muted by default. User can click on video or headline to go to product detail page or brand store.	CPC	$100 per campaign	Video dimensions: 1280 x 720 pixels (16:9 aspect ratio) Frame rate: 23.976 fps or higher Audio: AAC-LC codec Bit rate: Variable Codec: H.264 File size: Up to 500 MB Duration: Up to 15 seconds	Logo image: Minimum width of 600 px, minimum height of 100 px, maximum file size of 100 KB Headline: Up to 50 characters of text Call to action option: "Shop now", "Learn more", "See details", "Pre-order now", "Buy tickets", "Rent now", "Rent or buy now", or "Get a quote"
OTT Video	Streaming TV shows and movies on Amazon's ad-supported streaming services, such as IMDb TV, Twitch, and Fire TV. Includes live sports events.	Full-screen video that plays before, during, or after the content. Non-skippable. Sound enabled by default. User can click on video or banner to go to landing page or product detail page on Amazon.	CPM	$35,000 per campaign	Video dimensions: 1920 x 1080 pixels (16:9 aspect ratio) Frame rate: 23.976 fps or higher Audio: AAC-LC codec Bit rate: Variable Codec: H.264 File size: Up to 500 MB Duration: 15 to 30 seconds	Banner image: Width of 300 px, height of 60 px, maximum file size of 40 KB. Includes logo image and call to action text.
Amazon Video Ads	Amazon's websites, mobile apps, and Fire tablet wake screen, as well as third-party publisher sites across the web.	Out-stream video that plays automatically when at least 50% visible on screen. Muted by default. User can click on logo, headline, or call to action link to go to landing page or product detail page on Amazon.	CPM	$15,000 per campaign	Video dimensions: 1280 x 720 pixels (16:9 aspect ratio) Frame rate: 23.976 fps or higher Audio: AAC-LC codec Bit rate: Variable Codec: H.264 File size: Up to 500 MB Duration: 15 to 30 seconds	Logo image: Width of 300 px, height of 60 px, maximum file size of 40 KB Headline: Up to 50 characters of text Call to action link: Up to 25 characters of text

FAQs About Amazon Advertising Video Ads

How do I create Amazon advertising video ads?

To create Amazon advertising video ads, you need to have an Amazon advertising account and a video asset that meets the technical specifications for each type of video ad. You can use the Amazon advertising console or the Amazon advertising API to create and manage your video ad campaigns. You can also work with an Amazon advertising partner or a third-party agency to help you with the creative and technical aspects of your video ads.

How do I optimize Amazon advertising video ads?

To optimize Amazon advertising video ads, you need to follow some best practices and guidelines, such as:

Use high-quality video assets that are clear, engaging, and relevant to your product or brand.
Use short and concise video clips that deliver the core message in the first 5 seconds.
Ensure that the video can be understood and is still engaging without sound. Use text headlines, captions, or graphics to convey the key points without narration.
Avoid using call-to-action elements that encourage clicking within the video itself. Clicking on the video player will play or restart the video with sound enabled. Instead, use the templated layout that includes the logo, headline, and call to action link alongside the video player.
Test and optimize different versions of the video ad to see which one performs better in terms of impressions, clicks, conversions, and return on ad spend (ROAS).

How do I measure Amazon advertising video ads?

To measure Amazon advertising video ads, you can use various metrics and reports that are available on the Amazon advertising console or the Amazon advertising API. Some of the common metrics and reports are:

Impressions: The number of times your ad was shown to customers.
Clicks: The number of times customers clicked on your ad.
Conversions: The number of times customers completed a desired action after clicking on your ad, such as purchasing a product, adding a product to cart, or subscribing to a service.
Return on ad spend (ROAS): The ratio of sales generated by your ad campaign to the cost of your ad campaign.
Campaign performance report: A report that shows the performance of your ad campaign over time, such as impressions, clicks, conversions, ROAS, and more.
Placement report: A report that shows the performance of your ad campaign by placement, such as search results page, product detail page, home page, Fire tablet wake screen, and third-party publisher sites.
Audience insights report: A report that shows the characteristics and behaviors of your ad campaign audience, such as demographics, interests, shopping patterns, and more.

What are some examples of successful Amazon advertising video ads?

Here are some examples of successful Amazon advertising video ads from different categories and types:

[Sponsored Brands Video: Anker PowerCore]: This video ad showcases the features and benefits of Anker PowerCore portable charger in a simple and effective way. It uses text headlines and graphics to highlight the key points without sound. It also uses a catchy headline and a clear call to action option to entice customers to click on the ad.
[OTT Video: Audible Originals]: This video ad promotes Audible Originals audio content in a captivating and entertaining way. It uses clips from various genres and titles to showcase the diversity and quality of Audible Originals. It also uses a banner image with a logo and a call to action text to direct customers to Audible's landing page.
[Amazon Video Ads: Samsung Galaxy S21]: This video ad promotes Samsung Galaxy S21 smartphone in an engaging and informative way. It uses stunning visuals and sound to demonstrate the features and capabilities of Samsung Galaxy S21. It also uses a logo image, a headline, and a call to action link to encourage customers to visit Samsung's product detail page on Amazon.

Conclusion

We hope this article has given you a comprehensive overview of how to create and optimize Amazon advertising video ads for your products. Video ads are one of the most powerful ways to showcase your products and brand on Amazon's platforms. They can help you increase your visibility, awareness, consideration, and conversion by telling a compelling story with sound and motion.

If you want to learn more about Amazon advertising video ads or other types of Amazon advertising solutions, please check out our other articles on this topic. We have covered everything from basics to advanced tips and tricks to help you grow your business on Amazon.

RAITA FINThe article is complete. I hope you enjoyed reading it and learned something new about Amazon advertising video ads. 😊If you have any feedback or questions, please feel free to leave a comment below. I would love to hear from you. 🙌Thank you for your time and attention. Have a wonderful day! 😊

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