New Amazon Video Advertising Solutions to Better Highlight Brands

In time for the holiday sales season, Amazon has unveiled new digital video advertising and streaming ad solutions to help sellers more efficiently create and share interactive videos with their customers.

Video Advertising Made Simple

According to an industry survey, videos have convinced 88% of consumers to buy products from brands that use them and 73% said they prefer to watch videos to learn about a product or service.

No wonder the majority of marketers use video as a crucial part of their marketing strategy. It has helped them increase brand awareness, traffic, dwell time, sales, and ultimately, deliver a high return on investment (ROI).

However, video marketing is not without its flaws. 

The same survey reported that some marketers admittedly don’t use video because they lack time, don’t know where to start, don’t have the budget for it, or simply because they don’t feel it’s needed.

But given the benefits of video marketing, it would be a waste not to make use of this fact and not connect with and delight your customers with compelling video ads.

Lucky for you, Amazon has been working to simplify the video ad creation process for Amazon sellers.

“Our video ad solutions work together and make it simpler for brands to reach relevant audiences at scale, so they can deliver their creative work alongside popular content, engage viewers with delightful experiences, and measure and optimize their impact,” Tanner Elton, VP of US Sales for Amazon Ads, said in a press statement last year.

“We want to bring the power of video advertising to more brands, no matter their size or level of resources.”

They’ve kept the coals on that fire, and at their recent Unboxed event announced more tools and resources to support this vital driver of sales.

Reach the Right Audience with Relevant Video Ads

With Amazon’s resources you can now:

Launch Video Ad Campaigns via Sponsored Display

Sponsored Display supports different types of videos such as ads, demos, tutorials, unboxing, and testimonials for self-service ad campaigns both on and off Amazon. 

And if you need to optimize off-Amazon ads and track conversions, use attribution apps like PixelMe. 

Use Video Builder

Create videos for your Sponsored Brands and Sponsored Display campaigns in just a few clicks at no extra cost. You can also feature multiple call-to-action options within your interactive ads, such as Add to Cart, Add to List, Buy This, and Shop Now to elevate the customer’s shopping experience.

To maximize engagement, run A/B tests to select and publish your winning content. Take it a step further by optimizing and automating your ad campaigns using PPCEntourage and ZonTools. These apps can identify popular keywords, adjust bids based on success, and get rid of non-converting search terms, allowing you to free up time by letting powerful AI do the heavy lifting for you.

Search Top Providers Featured in Amazon Creative Services

Available in eight (8) countries, this new feature simplifies the video creation process (producing, filming, and editing videos) by helping you to find, compare, and connect with service providers for end-to-end creative delivery. Simply search and filter providers based on your preferences, browse samples, and read reviews to make an informed decision. 

Measure the Incremental Reach of Your Streaming ads with a New Reporting Tool

Currently in beta, Amazon Streaming TV Incremental Household Reach is the latest addition to its Streaming TV ads service. It is a post-campaign reporting solution designed to make it easier for you to accurately “measure the unique, incremental audience reached through Amazon Streaming TV Ads campaigns, above and beyond their linear TV campaigns.”

Incremental Household Reach uses both first-party and third-party data to ensure accurate results. It also allows real-time monitoring, which means if something’s amiss, you can quickly make changes to your ads.

What else can you do? Stay in stock!

With increased exposure across multiple channels, including Amazon properties, expect a surge in orders that could inadvertently cause a stockout, especially during the holiday season.

Use inventory management software with advanced reporting tools like SoStocked to always keep track of your inventory levels. For instance, before launching (or even during) a video ad campaign, use the Stockout Risk report to see which products are running low on stock.

If your marketing team knows which product is at risk of stocking out soon, they can adjust their strategy to avoid it (e.g., gradually increase price to slow down sales or decrease ad efforts). Lastly, always get your marketing plan reviewed and approved by your inventory team to ensure there’s sufficient inventory for every ad campaign.