Sponsored Brands video: a lot to talk about

If a picture is worth a thousand words, a video deserves a Sponsored Brand strategy.

We already know the benefits of Sponsored Brands, the advertising format on Amazon that helps you to promote your brand and your products, encouraging traffic both to the store and to product pages.

These ads are segmented by keywords, are Cost Per Click (CPC) that allow you to pay only when customers show interest in the ad in the form of clicks and allow redirection to the product detail page by clicking on the logo, photos and videos.

The possibility of adding videos offers a qualitative and differentiating leap for the advertiser, who provides an improved user experience through this format. It goes without saying that an image of a product is not the same as a video where the background is shown in 360º while listening to pleasant music that connects with the brand's values or simply telling a short story as a way of presenting the product.

Video encourages customer purchase and it's not just us saying that; in this article Forbes stated that 90% of their surveyed users recognised that video helped them in their final purchase decisions.

According to Amazon data, advertisers who combine video, store spotlight and images have a 5.5% higher return on ad spend (ROAS) than those who only use images in Sponsored Brands.

Special features of the advertisement

- The details contain the product image and its associated information (title, star rating, review count, price and Prime suitability) is automatically displayed.

- The Video is automatically played when 50% is visible on the screen.

- The mute button is in the bottom right corner of the video and controls audio playback. By default, videos always start without audio but users can activate it by pressing the button. In case the video has no audio, the mute switch does not appear.

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What are the requirements for video and audio?

- The length of the video can range from 6 to 45 seconds, although it is recommended not to exceed 30".

- The file must be less than 500 MB and its format must be .MP4 or .MOV.

- The dimensions of the video can be three: 1920 x 1080 px, 1280 x 720 px or 3840 x 2160 px.

- Videos may not include reviews, star ratings or Amazon branding elements.

- They must be understandable, in the language of the market in which they are displayed, and allow easy identification of the advertised product or brand.

- All text on screen must be at least 30 pts in size and easily legible.

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In addition, any Sponsored Brands video campaign must comply with Amazon's Sponsored Ads Creative Acceptance Policy , be appropriate for a general audience, and comply with all regulations that apply to advertiser or advertising content wherever ads may appear.

At Dendary we are both fans and experts in these formats. And here we show you an example: a video in which the culinary possibilities offered by a haute cuisine ingredient are made visible. You know, an ingredient in its box is not the same as salivating while watching a dish worthy of a Michelin Star.

If you are thinking of implementing your Amazon Ads strategy, and your brand and products have a lot to tell, take the plunge into this format. And of course, if you want to professionalise your sales on Amazon with the support of experts and innovation lovers, contact us.

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