With the introduction of Amazon Video Ads, companies are guaranteed a highly differentiated brand presence on the online shipping platform. Find out here how you can benefit from Amazon's new video offering.
In this article you will learn...
Quickly go to the appropriate section:
Goals of the Video Ads.
Structure & Function.
2 design variants.
In 4 steps to a successful video.
Beta test phase: Amazon Video In Search Ads.
As early as 2017, Amazon announced that it would supplement its own advertising portfolio with the introduction of outstream video ads. This is the platform's response to the demand of many advertisers to offer more branding possibilities in the video sector. The principle is simple: while Amazon shoppers surf on the online platform via their desktop or mobile devices, product videos with automatic playback are specifically played to strengthen the brand-customer relationship in the long term. Sounds good at first, but what concrete goals can be achieved with this new advertising format?
Mobile Commerce is becoming increasingly important, so Amazon video ads are also placed on mobile devices.
The brand goals, which are to be realized by the video-based advertising presence, are – you already suspect – not all-inclusive and applicable to all companies. For example, a video can be intended to increase brand awareness or to make brand more preferred. Amazon users can also be informed about the functionality or handling of a product or simply be made aware of a product.
Start with Why! Always answer first the question of what purpose your video should serve, before you start experimenting, wasting time and money senselessly.
The destination determines the direction of travel or, in this case, the choice of the ideal video product. Whether it's an animated explainer video, a real image film or something completely different depends entirely on which core message you want to convey to your target group.
Learn how to tell your story successfully in our XXL Storytelling Guide.
NOVUM Engineering explainer video by Mynd: Product presentation and functionality in less than 2 minutes.
Imagefilm by Mynd: Emotionalization through gripping storytelling.
In order to offer you the greatest possible added value when integrating video ads, Amazon relies on the internationally recommended 50/2 minimum visibility rate of MRC (Media Rating Council) and IAB (Interactive Advertising Bureau). This means that a video advertisement is only automatically played back and counted as a visual contact if 50% of it can be seen by the viewer for at least two consecutive seconds. Otherwise, the ad pauses automatically.
One click to the Video Ad Demo.
The annoyance level of the new video ads is very low thanks to the standardized mute function. If the user is interested, he can activate the sound himself and view the display in full screen mode. This creates interaction with your brand.
The Amazon Video Ad offer is available in 2 variants, which differ in the degree of your creative freedom.
Ad templates for desktop and mobile placements can save time, but may generate less attention.
Tailor-made ads, embedded on different end devices, increase the degree of differentiation from the competition.
As part of the custom layout, there are two additional functions exclusively for the Amazon Fire Tablet that are currently still in the beta phase: test customers can place their video advertising as a wake screen ad over the Amazon Fire Tablet. This is a full-screen ad that appears as soon as the tablet's screen is turned on.
Amazon Panels (beta) have also been developed. This is a thumbnail section that gives the user an insight into your product portfolio. In this way, interested parties can learn more about your brand and products without first being referred to another landing page.
Once you've decided on a design type, it's time for fine-tuning. To ensure that your ad isn’t scrolled past unseen, Amazon makes clear recommendations for video design:
Your head is spinning, but the flash of inspiration for the right video idea is missing? In this article, we introduce you to 5 creative techniques that will bring you and your team to new ideas.
Video in Search Ads target users in the decision and purchase phase. (Source:: Neil Patel)
Amazon Video in Search Ads has recently been released as a beta version. Among the testers are well-known multinational companies such as Procter & Gamble, which have placed a Video in Search ad for Gillette for the English-speaking world. Small and medium-sized companies have not been found.
What is the reason for this? Of course, the limited advertising inventory provided by Amazon is highly coveted and is causing prices to rise to dizzying heights. Only those who can pay the initial advertising budget of $35,000 (around €30,250) can try it out.
But how can the increasing focus on mobile advertising be explained? To answer this question, we take a look at the current statistics. This shows that the sales growth of mobile online advertising in Germany has followed a steep upward trend in recent years. While turnover in 2005 was around EUR 5 million, an amount of around EUR 900 million was already forecast for 2018.
The direct forwarding to the detailed view should shorten and facilitate the phase of the purchase decision.
The link to the dealer page informs customers about the entire product portfolio.
Keep to the KISS principle when designing your video ad: Keep It Short and Simple. Video alone will not lead to success if you cannot emotionalize your target group and arouse their curiosity when making decisions.