Introducing Amazon video ads
MARCH 9, 2017
We are excited about the release of a new out-stream video ad solution for advertisers that have managed Amazon Advertising accounts. Check out an example in the video on the right side of this page.
With this release, advertisers can engage shoppers on Amazon with autoplay video while they are browsing on Amazon—across desktop, tablet, and mobile environments.
Video ads are muted/sound off by default; however, customers can choose to activate the sound and view the ad in full-screen mode if they wish. Combined with the trusted Amazon environment, unique audience insights, and available analytics suite, video ads empower advertisers to achieve their brand goals, such as awareness, favorability, product education, or consideration.
When video ads are combined with Amazon’s performance-based media, such as Sponsored Products and display ads with e-commerce creative, advertisers will be able to tie upper-funnel media investment directly into lower-funnel sales activation.
We’ve developed video ads to align with the MRC/IAB standard for video viewability (≥50% in-view for 2 consecutive seconds). The autoplay starts only when the ad is in view, and it automatically pauses when the ad goes out of view. Based on early testing, we’re finding that this placement performs best with strong, visually compelling content—ideally in the first five seconds—and that the optimal length is 15 seconds or less.
Video ads are purchased as a cross-screen package that is designed to drive cost-effective video views on Amazon and at scale, and is available today in multiple locales. To learn more, visit the video ads product specs page, or contact your Amazon Advertising account executive. Don’t have an account executive? Reach out to us here.