Video creative is a form of rich storytelling. In today’s world, authentic creativity and visual communication are quickly paving the way as a best practice for telling a story and connecting with your audience. Video ads have always played an important role in driving brand awareness and visually conveying a message or a feeling with the audience. Not surprisingly, we’ve seen this leading to better engagement. High-quality video offers an extremely valuable way to connect with customers in the Amazon store.
Sponsored Brands video is a great ad format we always recommend to our clients. It’s a self-service, pay-per-click product that offers massive potential for advertisers. Beyond Sponsored Products and Sponsored Brands, this visually rich product allows brands to communicate so much information about their products, stand apart from other brands, answer questions customers could have, etc.
For Sponsored Brands video, we encourage different creative concepts for various campaign types. For example, we recommend distinct creative if a client has several product focuses, keywords or categories. Creating a variety of visual creatives communicating about your product features and unique selling points are key to telling a story and educating your audience. We then encourage clients to use display images similar to their video marketing campaigns in their Sponsored Brands assets to create a cohesive journey for customers.
We’ve noticed a lot more focus on the storytelling from our advertisers, compared to the product detail videos that paved the way on Sponsored Brands video. Our philosophy is focused on A/B testing and learning from insights and audience signals to inform which creatives perform best. We’re starting to see a trend, still small, but advertisers are willing to run more creatives in their Sponsored Brands video campaigns. Which we’ve seen leads to more learnings, less ad fatigue, and better performance.
At the core, understanding your product positioning and ideal audience will help you create better messaging and creative that resonates with your audience. We work closely with our clients to identify their products’ unique selling points or challenges they want solve to create high-quality creatives. As a baseline, we recommend the first five seconds of your creative catches your audience’s attention; this is where your opportunity to test messaging lies. Kaizen's expert designers have a comprehensive understanding of Amazon Ads' creative guidelines, and our creative managers ensure the creative we create pass all regulations.