Webinar Recap (June 2021)

Posted on:

June 15, 2021

Compass Marketing and Amazon Advertising recently hosted a live webinar about Amazon Sponsored Brands video advertising on Amazon Sponsored Display ads. Part of an ongoing series examining advertising on Amazon, the webinar was not recorded, but this post includes many of the key points discussed.

WHAT IS AMAZON SPONSORED BRANDS VIDEO?

Sponsored Brands video allows brands to advertise their products on Amazon through brief (15-30 second) video ads. These videos are keyword-targeted and appear within Amazon search results. They are an excellent option for brands that want to stand out from the competition and help shoppers discover products in search.

WHY USE VIDEO ADVERTISING ON AMAZON?

Search is king on Amazon. Nearly 9 in 10 product page views come from search results and about 3 out of 4 searches are unbranded, creating an opportunity for brands to win new consumers who are not searching for a specific brand name or branded product. Amazon search results are standardized and, although offering clean consumer shopping experience, can be limiting for brands. Since only the main product image appears in search, there is little room for customized communication. Sponsored Brands video ads serve as a hard-to-miss video billboard. Video breaks up the typical experience of scrolling through search results and helps capture the attention of shoppers.

Sponsored Brands video not only helps brands and products stand out, but it can also deliver great returns. While adoption is increasing, video ads are relatively new and, like many other Amazon advertising vehicles, early adopters can benefit from lower levels of competition. This can lead to more placements for the money.

VIDEO IS KEY TO A FULL FUNNEL AMAZON STRATEGY

Sponsored Brands video ads can also play an important part in a brand’s Amazon strategy. These ads can help fill out the full marketing funnel approach to more effectively advertise brands. Sponsored Brands video do a great job of filling in gaps in the funnel, especially where Sponsored Product and Sponsored Display investments are no longer enough to support the full funnel. At Compass Marketing, we see mid- to upper-funnel activities as a great way to activate video. Consumers engage more with video than other ad content, so these ads are a great way to draw attention from a crowd who may be new to brand. By capturing attention and bringing in new consumers, Sponsored Brands video ads can help defend branded search terms but can also be used as a conquesting tool.

Consumers engage more with video than other ad content, so these ads are a great way to draw attention from a crowd who may be new to a brand.

VIDEO IS ON-TREND

In addition to filling gaps in the full, video is part of the trend towards “shoppertainment”—where shopping becomes a more fun, entertaining, and personalized experience. This trend is on the rise in digital retail. Globally, attention spans are shortening, and brands have to reach their consumers in engaging ways.¹ Video is a great tool to capture attention as consumers self-report real engagement with video content, and since video can deliver content that is both entertaining and branded.

According to a recent study, 84% of consumers have been convinced to buy a product after watching a brand’s video.² Further, when asked how they’d most like to learn about a product, 69% of consumers prefer video, while only 18% prefer text-based information.² Consumers are watching more video content overall, as estimates put video content consumption at 2.5 hours daily, up from 1.5 hours in 2018.² Additionally, 85% of people would like to see more video from brands in 2021.² Clearly consumers are engaged with video content, so we should meet them where they are, with mobile-focused video content.

READY TO START USING VIDEO? WE CAN HELP!

Compass Marketing recommends brands develop video content as a key pillar of their eCommerce strategy. Our team is here to help. We have extensive experience creating video ads and we are happy to support you and your brand’s needs. We can provide everything from guidance to full video production.

Furthermore, our proprietary Compass Digital Analytics Platform (CDAP) helps us optimize campaigns and bidding, while generating actionable insights that can help inform future advertising efforts. CDAP Automated Ads optimizes Sponsored Brands video performance based on strategic goals, which may not always be ROI-focused. Since engagement is the real goal of Sponsored Brands video ads, we typically recommend optimizing your ads based on which ones are getting clicks and conversions rather than RoAS. Using CDAP Automated Ads, you can customize the optimization strategy to better reflect the goals of your campaign.

If you would like to learn more, reach out to your Compass Marketing Account Manager or email us at info@compassmarketinginc.net.

SOURCES

Lorenz-Spreen, P., Mønsted, B. M., Hövel, P., & Lehmann, S. (2019). Accelerating dynamics of collective attention. Nature Communications, 10(1), 1759. https://doi.org/10.1038/s41467-019-09311-w
Wyzowl (2021). The State of Video Marketing 2021. https://wyzowl.s3.eu-west-2.amazonaws.com/pdfs/Wyzowl-Video-Survey-2021.pdf

Contributors

Zach Garten

Zach is an eCommerce Strategist with extensive experience growing and transforming brands through eCommerce.

Nick Barczak

Nick is a copywriter at Compass Marketing with extensive experience crafting effective, sales-focused copy for a variety of CPG brands.

Keeley Smith

Keeley is a graphic designer at Compass Marketing. She helps brands tell their stories through persuasive and engaging design.

WE ARE HERE TO HELP

Compass Marketing can help you discover opportunities for your brand. Our account managers and eCommerce experts use a holistic approach based on data and insights to help guide brands to success. If you would like to learn more, please reach out to info@compassmarketinginc.net! We are always happy to help and would love to learn more about you and your brand.

ABOUT COMPASS MARKETING

We are dedicated to making brands more valuable by combining the very best in insights and experiences with unmatched human interaction. Our team of sales, marketing, and digital experts is dedicated to growing our clients’ market share and building brand equity. We combine art and science—pairing the personal expertise of our team with proprietary technology—to help brands grow quickly and efficiently. As an Amazon Ads partner, we can help brands realize significant growth on one of the world’s largest eCommerce retailers.

DON’T MISS OUT

Click here and subscribe to communications and receive invitations to our impactful webinars with our industry-leading partners.

POST TAGS: AMAZON, amazon advertising, ECOMMERCE, sponsored brands, sponsored display, video, video ads

a person using a computer looking up products on Walmart.com

April 23, 2024

Blog

About us

Contact us

Recent posts

Walmart is Dominating Amazon in Grocery Sales and is Poised for Continued Growth

How the Compass Team Approaches Industry Events

The Increasing Role of ChatGPT in Social Content and Beyond