Sponsored Brand video campaigns are a type of ad available exclusively to sellers enrolled in the Brand Registry program. These campaigns use videos up to 45 seconds long to drive consumers searching for specific keywords or products to your product detail page or brand store. Along with the video, the ad displays the product title, star rating, number of reviews, price, and Prime eligibility. An important detail is that the video only begins playing and counts as a “viewable impression” once at least 50% of the ad is visible on the screen. If less than 50% of the ad is displayed, the video will not auto-play and will be counted as a standard impression.

Sponsored Brand Video Campaign Examples

Sponsored Brand video campaigns are primarily displayed to consumers shopping on both desktop and mobile. These ads appear in the middle or bottom of search results pages and occupy more screen space than Sponsored Product campaigns. Because they take up significantly more room on mobile search results, they are highly effective at capturing the attention of mobile shoppers. Since roughly 80% of consumers begin their product search on mobile, while 67% of online shoppers complete their purchase on a desktop, a key strategy for Amazon Sponsored Brand video campaigns is to use eye-catching video to encourage mobile users to save your product and eventually complete the purchase on their desktop.

Why You Should Use Sponsored Brand Video Ads

As competition on Amazon continues to grow, it is becoming increasingly important to demonstrate how your brand and products stand out from the crowd. With approximately 3,700 new sellers joining Amazon every day, you cannot afford to waste time following the same path as everyone else if you want to succeed. Sponsored Brand video campaigns are the key to standing out. By using video, you can share your brand story and products with consumers in a more engaging and unique way, ultimately guiding them toward a purchase.

Success Strategies

1. Invest in High-Quality Video
‍We know that video production isn't cheap, but promoting your products on Amazon with high-end video can deliver results that justify the investment. By using real market data during the production process—just as we do with our data-driven modular creative strategy—you can effectively reach consumers in your target market. This is especially effective for complex products that are difficult to explain with images alone. Furthermore, these ads can be repurposed for other platforms, such as Meta ads, beyond just Amazon.

2. Data-Driven Modular Creative Strategy
‍At Disrupt, we understand that creative content is inextricably linked to everything from SEO to PPC advertising. That is why we build every piece of content using a data-driven modular creative strategy. By focusing on integrating SEO and high-volume keywords into the creative production process, we can strategically target consumers in your market and identify the right keywords and products to boost both conversion rates and search rankings.
For example, we once produced two versions of a video targeting different categories: one focused on the keyword “nose hair” and the other on “ear hair.” This approach allowed us to maximize the potential of both our SEO and PPC campaigns.

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3. Capture the viewer's attention in the first 3–5 seconds
‍Looking at 'Viewable Impression' data collected from one of our partners, we found that while less than 25% of people stopped watching at the halfway point, nearly 50% stopped within the first quarter of the video. This indicates that it is crucial to get consumers interested in your product quickly, as the longer a video plays, the harder it becomes to achieve a conversion. Furthermore, since video ads automatically loop, you must ensure there are no blank frames at the beginning or end of the video. If there are blank frames or black screens in these short videos, the likelihood of consumers losing interest increases significantly.

4. Use text or subtitles in your video
‍Since most viewers watch videos without sound, you must ensure that all key information is conveyed through text. In one of our partner's video ads, only 0.60% of viewers unmuted the video to listen to the audio. With over 99% of viewers watching without sound, it is clear that using text in your video is essential to deliver your core message and capture attention. Additionally, it is important to keep text short and clear and end the video with a call to action. You only have 15–30 seconds to capture the viewer's interest before the video restarts, and if it becomes boring, you risk losing them; therefore, the text must be well-written and eye-catching without being overly dense. A call-to-action can encourage viewers to click the link to learn more, ideally leading to a conversion.

5. Conduct various tests with different video versions

• By creating various versions of videos and targeting different keywords, you can test which videos perform best and drive higher conversion rates in specific environments.
  
• We recommend testing the following video elements:
      -Video length: 15s vs. 20s, 20s vs. 25s, 15s vs. 25s
      -Different keywords: long-tail vs. short-tail keywords, broad vs. phrase vs. exact match       keywords, and creating various campaigns with brand vs. non-brand keywords to       identify which are most efficient.
      -CPC bidding: Apply different bids to similar keywords to test which range yields the       most efficient campaign.

Learn more

If you would like to learn more about how to start video production, please don't hesitate to reach out! Our in-house creative team consists of industry experts who can help you produce effective Sponsored Brand video campaigns based on data-driven modular creative strategies. Join Disrupt to expand your potential in the growing Amazon market and find your path to success!