A Beginner’s Guide to Amazon’s Sponsored Display Video Creative Feature

Posted by Jimi Patel | April 11, 2023

Amazon offers a multitude of advertising options for businesses looking to promote their products and increase their sales. One of the most effective advertising formats available on Amazon is Sponsored Display video creative. This powerful tool allows brands to showcase their products through engaging video ads that are targeted to specific audiences. With high engagement rates and the ability to increase brand awareness and drive sales, Sponsored Display video creative has become an essential part of any successful Amazon advertising strategy. In this blog, we will explore the key benefits of Sponsored Display video creative and provide tips on creating effective video ads that capture the attention of potential customers on Amazon.

Here are some statistics that can help you understand the effectiveness of Sponsored Display video creative as an advertising option:

  • According to a study by Nielsen, video ads on Amazon increased ad recall by 26% compared to static ads. Video ads are more engaging than static ads.
  • A survey by Amazon found that advertisers who use video creative for Sponsored Display and select the ‘optimize for page visits’ option witnessed a surge of 67% in the click-through rate (CTR), compared to a static creative.
  • It was also observed that the brands that use Sponsored Display Video Creative and select ‘optimize for conversion’ bid optimization experienced an 86% hike in their sales, compared to 78% for businesses using image creative.
  • A study by Google found that video ads can considerably improve brand perception, with viewers being more likely to perceive the brand as innovative, trustworthy, and memorable.

The statistics demonstrate the power of Amazon Sponsored Display video ads in capturing attention, driving engagement, and increasing sales on Amazon. With their ability to improve ad recall, drive sales, and improve brand perception, Sponsored Display video ads are a valuable tool for brands looking to enhance their advertising strategy on Amazon.

What is Sponsored Display Video Creative?

Sponsored Display Video Creative

Sponsored Display video creative is an advertising feature on Amazon that allows advertisers to promote their products or brands using video content. You can use immersive videos to showcase product demonstrations, tutorials, testimonials, or unboxings. The video creative can also be used for sharing brand stories and highlighting the key features of a product. Sponsored Display video creative is a part of the Amazon Advertising suite and is specifically designed for brands that are looking to boost their sales. It is a relatively new format on Amazon advertising platform, and its popularity is growing as more brands recognize its potential.

Sponsored Display video creative is designed to be visually engaging and informative, and it can be used to showcase a variety of products, from electronics to beauty products to home goods. The videos are displayed on the Amazon platform, on desktop and mobile devices, and are automatically targeted to relevant audiences based on their interests, purchase history, and browsing behavior.

One of the key advantages of Sponsored Display video creative is that it allows brands to capture the attention of shoppers who are actively browsing and considering products. By providing an immersive and interactive experience, video creative can help to create an emotional connection with potential customers, making them more likely to remember the brand and consider purchasing the product. Video content is also more likely to be shared on social media, increasing the brand’s reach and visibility.

Sponsored Display video creative is available in a variety of formats, including in-stream and out-stream video ads. In-stream video ads are displayed before or during a video on Amazon-owned sites and partner sites, while out-stream ads are displayed within the content on Amazon-owned sites and partner sites. Both formats can be customized to match the brand’s style and messaging, with options to include calls to action and links to product pages. Brands can also use Amazon’s tools to measure the performance of their video creative, including metrics such as impressions, clicks, and conversions.

Sponsored Display Video Creative can be used as a powerful tool by brands and Amazon PPC experts to drive awareness and sales through Amazon’s vast customer network.

What are the benefits of using Sponsored Display Video Creative?

Let’s take a look at some key benefits of using Sponsored Display Video Creative.

Sponsored Display Video Creative

Higher engagement: As we are aware video content is known to generate higher engagement compared to other forms of content. Videos can grab the attention of viewers quickly and keep them engaged for a longer period. This is particularly important in the crowded digital space where attention spans are short. Sponsored Display Video Creative allows brands to showcase their products in a visually appealing way, and deliver a more immersive experience for the viewers.

Greater reach: Sponsored Display Video Creative allows brands to reach a wider audience on Amazon. Amazon has a massive customer base, and Sponsored Display campaigns can reach millions of shoppers who are actively looking for products. This form of advertising can help brands to increase their visibility and awareness, and drive more sales.

Improved targeting: Sponsored Display Video Creative allows brands to target specific audiences based on their interests, behaviors, and purchasing history. This level of targeting can help brands deliver more relevant ads to shoppers, which can lead to higher engagement and conversion rates. By using Sponsored Display Video Creative, brands can target shoppers who are more likely to be interested in their products and deliver a more personalized experience.

Better ROI: Sponsored Display Video Creative is a cost-effective advertising solution that can deliver a better return on investment (ROI) compared to other forms of advertising. Amazon’s advertising platform is designed to help brands maximize their ad spend and drive more sales. Sponsored Display Video Creative allows brands to create more engaging ads that can lead to higher click-through rates, conversion rates, and ultimately, more sales.

Measurable results: Sponsored Display Video Creative provides brands with detailed analytics and reporting, which can help them measure the performance of their campaigns. Brands can track key metrics such as impressions, clicks, conversions, and sales, and use this data to optimize their campaigns for better performance. This level of transparency can help brands to make data-driven decisions, and improve the effectiveness of their advertising campaigns.

Access to premium placements: Videos will show on video-dedicated placements on Amazon Publisher Services websites and apps, other third-party websites and apps, and IMDb, an Amazon-owned-and-operated film content site. 

Better targeting options: Advertisers can apply contextual targeting to reach viewers, or specify audiences unique to Sponsored Display and Amazon DSP.

Cost-effective billing methods: Sponsored Display video creative supports the standard Sponsored Display billing methods of cost per thousand viewable impressions or cost per click, which are unique to Sponsored Display.

How to create an effective Sponsored Display Video ad?

Now that we’ve established the benefits of Sponsored Display video creative on Amazon, let’s take a closer look at how to create an effective Sponsored Display video ad.

effective Sponsored Display video ad

Define your goal: Before you start creating your Sponsored Display video ad, you need to define your goal. What do you want to achieve with your ad? Do you want to increase sales, improve brand awareness, or showcase new products? Once you define your goal, you can create an ad that aligns with your objective.

Understand your audience: To create an effective Sponsored Display video ad, you must understand your target audience. Who are they, what are their interests, and what motivates them to make a purchase? Once you understand your audience, you can create an ad that resonates with them and increases the likelihood of a sale.

Keep it short and sweet: Sponsored Display video ads should be short. Amazon recommends that videos should be no longer than 30 seconds. Focus on showcasing the most important features of your product or service, and make sure the video is visually appealing.

Showcase your product: Sponsored Display video ads are an excellent way to showcase your product. Make sure your video highlights the benefits of your product and how it can solve your customers’ problems. Show your product in action and demonstrate how it works.

Include a call-to-action: Your Sponsored Display video ad should include a call-to-action. Encourage viewers to click on your product or learn more about your brand. Make sure the call to action is clear and concise.

Use high-quality visuals and audio: Sponsored Display video ads should be visually appealing and have high-quality audio. Use clear images and videos that showcase your product in the best possible light. Make sure the audio is clear and easy to understand.

Test and optimize: Once your Sponsored Display video ad is live, it’s important to test and optimize it. Monitor the performance of your ad and make changes as needed. Experiment with different video lengths, visuals, and calls to action to see what works best for your brand.

FAQs

Where do Sponsored Display videos creative appear?

Sponsored Display video creative can appear on Amazon Publisher Services websites and apps, third-party websites and apps, and IMDb, an Amazon-owned film content site. Additionally, video placements are available on the Amazon homepage and detail pages, allowing advertisers to connect with shoppers along their shopping journey.

What’s the viewer experience?

The video ads auto-play on a loop and the videos are muted by default. Viewers can use the control buttons to unmute, pause, or turn on closed captions if they desire. If viewers click on the video creative, they will be directed to the product detail page in the Amazon store of the product advertised.

Who can avail of Sponsored Display video creative?

Sponsored Display video creatives are available to advertisers and API integrators in the US, CA, MX, BR, DE, ES, FR, IT, NL, UK, AE, JP, IN, AU, SE, KSA, PL, TR, EG, and BE.

How’s it different from Amazon DSP Online Video (OLV) off-Amazon?

The Sponsored Display video solution is different from Amazon DSP Online Video (OLV) off-Amazon because it offers access to the same off-Amazon and IMDb placements offered through Amazon DSP OLV, and standard Sponsored Display billing methods can be applied. Ads are also in stock aware, meaning advertisers won’t spend money on an impression or click that can’t result in a sale. Furthermore, contextual targeting can be used to reach these placements, unique to Sponsored Display for off-Amazon.

Here are some key highlights about Sponsored Display Video Creative:

  • Sponsored Display Video is the first self-service advertising solution that can serve video ads across the Amazon homepage and detail page at scale.
  • The sponsored Display Video is in stock and shows accompanying product elements, such as the product title and star rating.
  • Sponsored Display Video Creative is complementary to Sponsored brand video, which connects advertisers with shoppers who browse the store via keywords or are looking at relevant products.
  • Sponsored Display Video Creative helps increase reach to shoppers at scale – even without those signals – across the Amazon homepage and detail page. Advertisers can use different video assets depending on their bid optimization selected for Sponsored Display.
  • Video creative is an ad format at the ad group level, and all ads within the ad group will be delivered as video creative. Bidding optimization types can include optimizing for reach, page visits, or conversions. It is possible to have combinations of video ad groups and image ad groups within the same campaign.

Overall, if you’re an advertiser looking to maximize the effectiveness of your advertising campaigns, it’s worth considering using video creative for Sponsored Display and selecting the appropriate bid optimization based on your goals. With the potential for higher click-through rates and more sales from new-to-brand shoppers, it could be a smart investment for your business.

In conclusion, Amazon’s Sponsored Display Video Creative Feature can be a game-changer for your advertising strategy, especially if you are looking to increase your brand’s visibility and drive more sales. By following the tips we’ve covered in this blog, you can create engaging and effective video creatives that capture the attention of your target audience and generate a high ROI. Remember to keep testing and optimizing your ads to continually improve your results. With the right approach and mindset, you can leverage this feature to grow your business and take it to the next level. So, what are you waiting for? Start experimenting with Amazon’s Sponsored Display Video Creative feature today and see the results for yourself! You can also get in touch with our Amazon consultants to seek guidance about this highly effective and lucrative advertising option.

Published by Jimi Patel

Jimi Patel, is a Co-founder and CEO at eStore Factory, an Amazon SPN certified agency that serves as a one-stop solution for all your Amazon business needs. Having helped countless brands increase sales and grow their footprint on Amazon, Jimi provides the most practical and effective solutions for your business. He is highly skilled in developing and executing plans that align with your specific business goals and objectives. When not working, Jimi enjoys practicing yoga and traveling to new places. He is an avid reader and enjoys staying up-to-date on the latest trends and developments in the e-commerce industry.