How to Use Amazon’s Sponsored Display Video Creative Feature

In the second half of 2022, Amazon launched a new feature inside the advertising console. Sponsored Display Video Creatives can now be used for Sponsored Display campaigns and advertisers can also target Sponsored Display audiences. Previously, videos were only available for use in Sponsored Brands campaigns. Cristian Râmniceanu, an advertising specialist at BellaVix, explains how to use this exciting ad feature in this guest article.

Amazon has recently launched a new offering for marketers: Video Targets in Sponsored Display campaigns. This powerful feature is designed to give advertisers the ability to create more engaging and immersive campaigns by targeting customers with videos across Amazon's network.

Marketers and sellers need to understand the capabilities of this new offering and how to use it to their advantage. This article will provide an overview of the Sponsored Display Video Creative offering, what it can do for your advertising, and how to get started using its targeting features.

What Are Amazon's Video Targets?

Video Targets allow you to create highly customized ads that can be placed in Sponsored Display campaigns. This feature enables you to reach customers on Amazon with video ads that are more appealing to modern buyers.

Benefits of Using Video in Sponsored Display Campaigns

There are several benefits of using Video Targets in Sponsored Display campaigns. First, using Video Targets allows you to create more engaging ads for buyers. This can draw in potential customers and encourage them to click on and interact with the ad, creating more effective campaigns.

Video can drive higher conversion and click-through rates due to its ability to attract more attention and generate curiosity among consumers. Video also provides customers with more information than a simple, static ad. With Video Targets, you can provide additional information and showcase the product in more detail from multiple angles. This can be especially useful for items like apparel and accessories or products with multiple features.

Another benefit of using Video Targets is that it helps you tap into the power of video search. Video is the most engaging type of content on the internet, so it makes sense that you would want to take advantage of it. Video can help to extend a campaign's reach, especially on mobile devices, where it is difficult to capture a customer's attention with text-only ads.

Video also allows you to develop an authentic and personal brand presence and a more natural, personable voice. It's a great way to build trust with potential customers since they will likely recognize and prefer more genuine brands.

How to Get Started with Amazon's Sponsored Display Video Creative

Once you're inside the Amazon Ads console, click on create a campaign.

Next, select Sponsored Display campaign.

Type in the campaign name, select a portfolio, and add your desired dates and daily budget.

Next, you can choose between a CPM (Cost Per Mille, or Cost Per Thousand Impressions) and a CPC (Cost Per Click) bidding model. Optimize your campaign for reach, page visits, or conversions, depending on your marketing strategy.

Select the video ad format and your preferred ASINs to advertise. Then, choose between two targeting options: contextual targeting or custom audiences.

Contextual targeting is for certain Amazon categories or individual products or ASINs.

Custom audiences allow you to access prebuilt audience segments or retarget an audience that viewed or purchased your products.

After selecting and tweaking all the right audiences to showcase your video ads, consider a few video specifications that you have to follow for your product videos:

Dimensions: 1920x1080 pixels (min)
Max File Size: 500 MB
File Format: H.264, MPEG-2, MPEG-4
Length: 6-45 seconds

Of course, there are more to consider but we noted the basics for you to be aware of. At this time, vendors and registered sellers are able to access the feature. Ads will link directly to your product detail pages and can be in the format of tutorials, demos, unboxing, and testimonials.

Tips for Creating More Effective Video Ads

Keep the following tips in mind when creating video ads to ensure that they are effective.

Keep videos short. Customers are likely to scroll past long videos.
Include your logo. At the beginning of the video, include your logo, product images, and other branding elements to help customers recognize and trust your brand.
Create an original, natural video. Customers are likely to notice a stiff, overly-formal, and salesy video, so it's essential to create an authentic video that feels genuine.

When creating video ads for Amazon, it's important to remember that less is more. Too much information can overwhelm customers and discourage them from clicking through and engaging with your ads. Keeping videos short and sweet while including your logo and product images can help to create effective ads that drive more conversions.

Will You Give Sponsored Display Video Creative a Try?

Amazon's Sponsored Display Video Creative and video targeting features are exciting new additions that can significantly enhance the performance of your ad campaigns. With Video Targets, you can now create more immersive ads, which can help to draw in customers and improve the overall performance of your campaigns.

If you feel overwhelmed with creating effective video campaigns for your brand, BellaVix can help. This Amazon-specialized agency can help you manage your Amazon Advertising account and provide operational service and monitoring of your Seller Central account so everything runs smoothly.