Amazon Introduces Vertical Video For Sponsored Brands
7 Mar 2024
What is launched?
Advertisers can launch vertical video (9:16) campaigns using the Store as their landing page. Vertical video is accessible within the “Drive page visit” objective, allowing advertisers to showcase a selection of one, two, or three promoted products (1-3 ASINs). Within the “Grow brand impression share” objective, advertisers can start a video campaign featuring zero, one, two, or three advertised products (0-3 ASINs). When shoppers click on a promoted product, they will be directed to the product’s detail page, while clicking on any other ad element will lead them to their Amazon Store.
Why has this launched?
With 75% of worldwide video viewing being mobile, vertical video allows brands to connect with shoppers in a format that is optimised for mobile.
Video serves as a potent platform for brands to creatively narrate their stories, providing shoppers with an engaging way to explore different brands. There's a significant shift in how younger generations, including Gen Z and Millennial shoppers, discover and develop affinities for brands. These tech-savvy shoppers prioritise mobile interactions, crave immersive experiences, and consume content at a rapid pace.
Shoppers can now uncover brands through immersive, full-screen experiences on Search, accessible on both Desktop and Mobile. They can explore the Brand Store or directly shop from the highlighted one, two, or three products featured in the video ad. Advertisers have the flexibility to repurpose their existing vertical videos and explore new creative formats to convey their brand ethos effectively on Amazon. Amazon saw during the vertical video closed beta, that vertical video formats drive +18% higher CTR, than traditional 16:9 videos.
If you have assets that are readily available, we encourage brands to set up a test campaign to try out this new format, and benefit from first-mover advantage in the search results.
What's new:
Advertisers can create vertical video campaigns with their Amazon Store as the landing page.
Two campaign goals are available:
Drive page visits: Highlight a collection of one, two, or three specific advertised products.
Grow brand impression share: Build brand awareness with or without featuring specific products.
Viewers who click on products advertised in the video will be taken to the product detail page; clicks on other parts will take them to the Amazon store of the advertiser.
The advertising console allows for the direct uploading of vertical video creatives.
Vertical assets that are already in use on social media can be adapted for these kinds of campaigns.
Benefits for advertisers
Vertical video will allow advertisers to have increased engagement due to the video aligning perfectly with mobile viewing habits and can potentially capture customer attention for longer due to it being the most natural way that people view video content. Vertical formats also do well with user-generated content as it creates an authentic and organic feel.
Availability
This feature is currently available in North America, South America, Europe, the Middle East, and Asia Pacific.
It is accessible to all Sponsored Brands users, including managed service, self-service, registered sellers, vendors, and authors.
Access is available through both the advertising console and the Amazon Ads API.
Summary
Amazon's Sponsored Brands campaigns are a type of pay-per-click (PPC) advertising solution designed to help businesses and brands increase brand awareness and promote their products on the Amazon platform.
They are distinct from other Amazon ad formats like Sponsored Products and Sponsored Display which primarily focus on individual product promotion. Amazon's Sponsored Brands ads are made to drive brand discovery and product consideration.
With vertical video, the potential to have the customers attention for longer will positively add to the campaign goal that sponsored brands is used for which is to help brands increase their brand awareness and promote their specific product selections that they offer. Vertical videos will allow brands to put together creative assets to highlight their brands products and who they are as a brand to gain that brand awareness.
What is launched?
Advertisers can launch vertical video (9:16) campaigns using the Store as their landing page. Vertical video is accessible within the “Drive page visit” objective, allowing advertisers to showcase a selection of one, two, or three promoted products (1-3 ASINs). Within the “Grow brand impression share” objective, advertisers can start a video campaign featuring zero, one, two, or three advertised products (0-3 ASINs). When shoppers click on a promoted product, they will be directed to the product’s detail page, while clicking on any other ad element will lead them to their Amazon Store.
Why has this launched?
With 75% of worldwide video viewing being mobile, vertical video allows brands to connect with shoppers in a format that is optimised for mobile.
Video serves as a potent platform for brands to creatively narrate their stories, providing shoppers with an engaging way to explore different brands. There's a significant shift in how younger generations, including Gen Z and Millennial shoppers, discover and develop affinities for brands. These tech-savvy shoppers prioritise mobile interactions, crave immersive experiences, and consume content at a rapid pace.
Shoppers can now uncover brands through immersive, full-screen experiences on Search, accessible on both Desktop and Mobile. They can explore the Brand Store or directly shop from the highlighted one, two, or three products featured in the video ad. Advertisers have the flexibility to repurpose their existing vertical videos and explore new creative formats to convey their brand ethos effectively on Amazon. Amazon saw during the vertical video closed beta, that vertical video formats drive +18% higher CTR, than traditional 16:9 videos.
If you have assets that are readily available, we encourage brands to set up a test campaign to try out this new format, and benefit from first-mover advantage in the search results.
What's new:
Advertisers can create vertical video campaigns with their Amazon Store as the landing page.
Two campaign goals are available:
Drive page visits: Highlight a collection of one, two, or three specific advertised products.
Grow brand impression share: Build brand awareness with or without featuring specific products.
Viewers who click on products advertised in the video will be taken to the product detail page; clicks on other parts will take them to the Amazon store of the advertiser.
The advertising console allows for the direct uploading of vertical video creatives.
Vertical assets that are already in use on social media can be adapted for these kinds of campaigns.
Benefits for advertisers
Vertical video will allow advertisers to have increased engagement due to the video aligning perfectly with mobile viewing habits and can potentially capture customer attention for longer due to it being the most natural way that people view video content. Vertical formats also do well with user-generated content as it creates an authentic and organic feel.
Availability
This feature is currently available in North America, South America, Europe, the Middle East, and Asia Pacific.
It is accessible to all Sponsored Brands users, including managed service, self-service, registered sellers, vendors, and authors.
Access is available through both the advertising console and the Amazon Ads API.
Summary
Amazon's Sponsored Brands campaigns are a type of pay-per-click (PPC) advertising solution designed to help businesses and brands increase brand awareness and promote their products on the Amazon platform.
They are distinct from other Amazon ad formats like Sponsored Products and Sponsored Display which primarily focus on individual product promotion. Amazon's Sponsored Brands ads are made to drive brand discovery and product consideration.
With vertical video, the potential to have the customers attention for longer will positively add to the campaign goal that sponsored brands is used for which is to help brands increase their brand awareness and promote their specific product selections that they offer. Vertical videos will allow brands to put together creative assets to highlight their brands products and who they are as a brand to gain that brand awareness.
What is launched?
Advertisers can launch vertical video (9:16) campaigns using the Store as their landing page. Vertical video is accessible within the “Drive page visit” objective, allowing advertisers to showcase a selection of one, two, or three promoted products (1-3 ASINs). Within the “Grow brand impression share” objective, advertisers can start a video campaign featuring zero, one, two, or three advertised products (0-3 ASINs). When shoppers click on a promoted product, they will be directed to the product’s detail page, while clicking on any other ad element will lead them to their Amazon Store.
Why has this launched?
With 75% of worldwide video viewing being mobile, vertical video allows brands to connect with shoppers in a format that is optimised for mobile.
Video serves as a potent platform for brands to creatively narrate their stories, providing shoppers with an engaging way to explore different brands. There's a significant shift in how younger generations, including Gen Z and Millennial shoppers, discover and develop affinities for brands. These tech-savvy shoppers prioritise mobile interactions, crave immersive experiences, and consume content at a rapid pace.
Shoppers can now uncover brands through immersive, full-screen experiences on Search, accessible on both Desktop and Mobile. They can explore the Brand Store or directly shop from the highlighted one, two, or three products featured in the video ad. Advertisers have the flexibility to repurpose their existing vertical videos and explore new creative formats to convey their brand ethos effectively on Amazon. Amazon saw during the vertical video closed beta, that vertical video formats drive +18% higher CTR, than traditional 16:9 videos.
If you have assets that are readily available, we encourage brands to set up a test campaign to try out this new format, and benefit from first-mover advantage in the search results.
What's new:
Advertisers can create vertical video campaigns with their Amazon Store as the landing page.
Two campaign goals are available:
Drive page visits: Highlight a collection of one, two, or three specific advertised products.
Grow brand impression share: Build brand awareness with or without featuring specific products.
Viewers who click on products advertised in the video will be taken to the product detail page; clicks on other parts will take them to the Amazon store of the advertiser.
The advertising console allows for the direct uploading of vertical video creatives.
Vertical assets that are already in use on social media can be adapted for these kinds of campaigns.
Benefits for advertisers
Vertical video will allow advertisers to have increased engagement due to the video aligning perfectly with mobile viewing habits and can potentially capture customer attention for longer due to it being the most natural way that people view video content. Vertical formats also do well with user-generated content as it creates an authentic and organic feel.
Availability
This feature is currently available in North America, South America, Europe, the Middle East, and Asia Pacific.
It is accessible to all Sponsored Brands users, including managed service, self-service, registered sellers, vendors, and authors.
Access is available through both the advertising console and the Amazon Ads API.
Summary
Amazon's Sponsored Brands campaigns are a type of pay-per-click (PPC) advertising solution designed to help businesses and brands increase brand awareness and promote their products on the Amazon platform.
They are distinct from other Amazon ad formats like Sponsored Products and Sponsored Display which primarily focus on individual product promotion. Amazon's Sponsored Brands ads are made to drive brand discovery and product consideration.
With vertical video, the potential to have the customers attention for longer will positively add to the campaign goal that sponsored brands is used for which is to help brands increase their brand awareness and promote their specific product selections that they offer. Vertical videos will allow brands to put together creative assets to highlight their brands products and who they are as a brand to gain that brand awareness.