Six tips to get the most out of online video (OLV) ads
Six tips for online video (OLV) ads so that advertisers can start improving the performance of key engagement metrics such as DPVR, PR and ROAS.
Online video ads
Online video (OLV) ads are in-stream (before, during or after video content) and out-stream (in non-video environments between text and images) ads across desktop, mobile and tablet. Online video ads appear on Amazon-affiliated sites including IMDb.com and Twitch, as well as top third-party publishers.
How do online video ads work?
Online video ads help promote discovery and consideration by using video ad creative where customers watch, shop and browse. Online video ads are available in both managed-service and self-service packages on Amazon DSP.
Why should I use online video ads?
Build awareness and drive consideration for your brand by reaching exclusive first-party audiences at scale across Amazon-owned websites and leading third-party publishers. Online video ads offer direct access to premium, cost-efficient inventory and are supported by our suite of measurement tools to help you optimize at every stage of the marketing journey.
Where can my online video ads show up?
Benefits of online video ads
Reach relevant audiences at scale
Put your brand in front of Amazon audiences, leveraging first- and third-party signals, and discover unique Amazon audience insights to meet marketing objectives
Access unique and comprehensive supply
Gain direct access to premium, cost-efficient and transparent OLV supply in a brand-safe environment with Amazon-owned and -operated channels, Amazon Publisher Direct (APD) and third-party exchange supply
Achieve full-funnel marketing objectives
Enhance your full-funnel marketing strategy, with a focus on building awareness and driving consideration
Measure campaign impact
Measure the success of your OLV campaigns through a variety of first-party and third-party measurement solutions to provide transparency into campaign performance
Course
Amazon Video Ads Certification
This Certification is best suited for advertising and marketing professionals in planning and strategy roles who manage advertising portfolios and measure campaign impact.
How do I create an online video ads campaign?
2
Sign in to your account, click “Create campaign” and choose “Create a Video campaign”.
3
Choose where you want your ad to run.
4
Select targeting parameters, including Amazon audiences and custom audiences.
5
Choose KPIs and optimization strategy.
6
Add your creative assets.
7
Start bidding immediately.
No video? No problem
Whether you have existing assets or are starting from scratch, Amazon’s video creative production and editing services can help you produce compliant and inspiring videos across all formats. Get your video as added value with qualifying campaigns or as affordable, fee-based services.
Additional resources
FAQs
How much does it cost to use online video ads?
Self-service packages have a $10K recommended campaign minimum, and managed-service packages have a $50K campaign minimum. Ads are sold programmatically through dynamic CPMs via real-time auctions.
How are my campaign results measured?
Our measurement tools give you more ways to understand the impact of your campaigns. With our first-party reporting metrics, you can dive deep into insights like impressions, unique reach, video completion rate, detail page views, branded searches and new-to-brand metrics. First-party measurement solutions from Amazon Ads help you measure the holistic impact of your advertising across all customer touchpoints, and we also work with more than 30 Amazon-supported third-party measurement providers to measure the performance of video ads on Amazon and third-party publishers.
What video lengths can Amazon’s online video ads accept?
A duration of exactly 6, 15, 20, 30 or 60 seconds is recommended.
Are Amazon online video ads skippable or non-skippable?
Our online video ads solution includes both skippable and non-skippable inventory.
What are in-stream ads?
In-stream ads are video ads that run before, during or after video content.
What are out-stream ads?
Out-stream ads are video ads that appear in non-video environments like websites.
Sources:
1: Twitch internal data, 2022