In the area of digital advertising, Amazon Sponsored Brands Vertical Video Campaigns are becoming a powerful tool for brands to engage with their target audience. With the rise of mobile usage and the popularity of platforms like TikTok and Instagram, vertical videos have become increasingly prevalent. Here’s why your brand should consider improving this innovative ad format in Amazon ads .
In this blog post, we’ll explore the rise of Amazon sponsored brand vertical video advertising and its benefits for Amazon ads, offering insights, tips, and examples for brands to consider this innovative ad format.
Importance Of Using Vertical Video in Amazon Campaigns
A significant 60% of Amazon sales come from mobile devices, with over 70% of Amazon customers preferring to shop via the mobile app with mobile ads on Amazon, businesses can effectively target this large mobile user base, driving higher engagement and sales.
Amazon sponsored brand ad vertical video is a powerful tool on platforms like Amazon where mobile shopping is common. Using vertical videos in your Amazon Sponsored Brands campaigns can help boost brand visibility and engagement. Here are some key benefits of this campaign type –
- Easy to View: Amazon sponsored brand vertical videos fit perfectly on mobile screens, providing viewers with a better viewing experience.
- High Click-Through Rate (CTR): Due to their engaging nature, Amazon vertical videos often result in higher CTRs compared to traditional ad formats.
- Reuse Your Existing Video Assets: You don’t need to create new content from scratch. You can repurpose your existing video assets, making the campaign cost-effective.
The unique format is customized for mobile viewing, making it easier to connect with Amazon consumers on a more personal level.
Where Amazon Vertical Video Ads Will Appear
- Top of Search (Mobile & Desktop View): Placing your vertical video ads at the top of Amazon search results ensures maximum visibility. The ads aim to get people to visit your product page and to improve purchase potentiality . This placement is designed to drive both Amazon Goal Based Sponsored Brand Campaign’s page visits and Brand Impression Share.
Here is the mobile view how your vertical video will appear-
Here is the Desktop view how your video will appear-
- Middle of Search: While these ads initially focus on driving page visits, they still play a vital role in capturing the potential customers as they browse through search results.
Amazon Vertical Video Specifications
When creating your vertical video ads, it’s essential to follow Amazon’s specifications to ensure optimal performance. While most specifications remain consistent with other video ads, the aspect ratio and resolution are specific to vertical videos.
- Aspect Ratio: Vertical (9:16)
- Resolution: Minimum 1080 x 1920 pixels
Best Practices of Amazon Vertical Video Ads
Vertical video ads are a dynamic and engaging way to connect with consumers on Amazon, especially on mobile devices where a significant portion of online shopping occurs. Here are some best practices to consider when creating vertical video ads for your Amazon Sponsored Brands campaigns.
- Avoid Adding Letterboxing: Ensure your vertical video fills the entire screen to provide a more immersive experience for Amazon customers.
- Fit On-Screen Text and Captions: Make sure all text and captions are visible and legible without requiring users to adjust their screen.
- Avoid Fake Functionality Buttons and Elements: Don’t include elements that mimic interactive features but don’t actually function, as this can be misleading to viewers.
- No TikTok and Instagram Watermarks, Icons, and Logos: To maintain a professional and brand-focused appearance, avoid using watermarks, icons, and logos from other platforms.
By following these best practices, you can create effective and engaging vertical video ads for your Amazon sponsored Brands vertical video campaigns that resonate with your target audience and drive better results. Remember to continuously monitor and optimize your campaigns based on performance data to maximize ROI. If you are looking for optimization tips, you can check our previous blog Amazon PPC Optimization Masterclass: Skyrocket Sales in 2024 – PART 2.
Social Media Content for Amazon Vertical Video Ads
Repurposing content from social media platforms like TikTok and Instagram can be a cost-effective way to create Amazon sponsored brand vertical video ads. When reusing assets, consider the following:
- Video Duration: Aim for a duration that captures attention without being over long. Shorter videos (15-30 seconds) often perform best.
- Resolution: Ensure the video meets Amazon’s minimum resolution requirements (1080 x 1920 pixels).
- Type: Both animated and live-action videos can be effective, depending on your brand and message.
- Size: File size should be optimized for fast loading without compromising video quality.
Utilizing Amazon Video Builder for Vertical Video
Amazon Video Builder (AVB) is a user-friendly tool that simplifies the process of creating engaging video ads. With AVB, you can easily customize templates to match your brand’s aesthetic and messaging, making it easier than ever to launch vertical video campaigns on Amazon.
Additionally if you have any horizontal video too, you can easily convert this to vertical video easily by uploading your video in Amazon creative. Amazon will make this horizontal to vertical.
Here’s how you can use Amazon creative assets and Amazon video builder to make your existing video in vertical or to create a new video by using template from Amazon video builder.
Challenges of Amazon Brand Vertical Video Ads
Vertical video ads on Amazon Sponsored Brands have become increasingly popular due to their ability to capture consumer attention effectively. While these ads offer advantages, including higher engagement rates and increased visibility, it’s crucial for brands to be aware of the potential challenges that come with this ad format.
While vertical video campaigns offer numerous benefits, it’s essential to be aware of potential challenges:
- Low Conversion: Despite high engagement rates, Amazon vertical videos may not always go to high conversion rates.
- High Spend: Due to their immersive nature and high visibility, vertical video ads can result in increased ad spend.
- High ACoS: ACoS may be higher compared to other ad formats, making it hard to monitor and optimize your campaigns regularly.
While Amazon Sponsored Brand Vertical Video Ads offer significant benefits in terms of engagement and visibility, brands must navigate these challenges strategically. By understanding and addressing these potential pitfalls, brands can maximize the effectiveness of their vertical video campaigns and achieve their advertising objectives on Amazon.
Amazon Brand Ads Vertical Video Campaign
To get the effectiveness of vertical video campaigns, let’s look at a live example:
We have run 2 campaigns, one is vertical video and another one is Horizontal video ad campaign. If you see Horizontal video ad performance here you will see that we had a good number of clicks but the order we get is lower. It means lower conversion rate for Horizontal video.
Now moving to the Vertical video ad performance. We have run vertical video ads for the same item and the performance we have got is far better then Horizontal one. Here the most important thing is our CTR is 0.87% where for the Horizontal one we had 0.38%. And if you see the order we got against our clicks it’s also in good
numbers.
So we can see that the Vertical video ads are more effective to engage the customers to click on our product.
Insights
Amazon Sponsored Brands Vertical Video Campaigns offer brands a unique opportunity to engage with consumers in a more immersive and interactive way. By implementing best practices, utilizing Amazon Video Builder, and monitoring Amazon campaign performance, brands can maximize the benefits of this innovative ad format and drive meaningful results. So, why wait? Embrace the Amazon vertical video revolution and elevate your Amazon advertising strategy today!
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