Viewers retain 95% of a message when watching a video compared to retaining only 10% of that message when reading it in text. Sponsored Brands Video has the potential to be a powerful tool by helping customers discover your products and brand. Plus, it’s all self-service. Are you utilizing Video in Sponsored Brands yet? It’s time to take up more real estate on the Amazon SERP, stand out from your competitors and boost your sale with Video. Join Amazon Advertising & Tinuiti as we discuss why and how to incorporate Sponsored Brands Video into your marketing plan.

1. Stand Out on Amazon This Q4
with Sponsored Brands Video
Featuring Amazon Advertising

2. Today’s Logistics
Persephanie Arellano
Webinar Coordinator
● Session recording will not be sent out
● Log back in anytime with the same link
● Resources available as handouts

3. Tinuiti is the largest independent performance
marketing agency across the triopoly.
Some of
our clients
Our
Recognition

4. Today’s Speakers
Samantha Blush
Senior Digital Account Manager,
Amazon & Marketplaces
Jem Mcilveen
Senior Partner Manager,
Amazon Advertising

5. 5
1. Introduction to Sponsored Brands video
2. Getting Started
3. Best Practices, Tips and Tricks
4. Success Story
5. What We’ve Seen Work
6. Key Takeaways
Agenda

6. High Level Tips & Tricks

7. 7
Tips & Tricks
Keep it brief and focused. 15-30 seconds is the optimal video length. Limit your
content to a important selling points to limit confusion and communicate a clear
message.
Optimize video for ad format. Sponsored Brands Video auto-plays without
sound and runs inline in the search results with no option for full-screen viewing.
Optimize your video accordingly: make it viewable without sound and ensure all
on-screen text is readable even when minimized.
Loop the video. Remember that the video will loop once it ends. You can either
add an end card to give the viewer time to breather, or make it a seamless transition
back to the beginning of the video.

8. Success Story

9. 9
● Started running in November 2019
● Mix of various creatives at different lengths (:10s, :12s, :45s)
● Stand out in a saturated category
● Believed Sponsored Brands Videos would have high ACoS and aCPCs, but have seen
the opposite
● ACOS: Sponsored Brands Video 28% lower*
○ Than historical Sponsored Brands
● aCPC: Sponsored Brands Video 41% lower*
○ Than historical Sponsored Brands
● Sponsored Brands Videos now account for over 15% of overall ad sales
Bee’s Wrap Success Story
* Tinuiti advertiser data, 2020

10. 10
Bee’s Wrap Video

11. Q4 Sponsored Brands Video Prep

12. 12
● Utilize Sponsored Brands Videos to stand out in the SERP
● Catch the attention of shoppers as they are searching on site
● aCPCs for traditional sponsored brand ads will be high, so we are expecting it to be
less expensive to bid on search terms within Sponsored Brands Videos
● Use Sponsored Brands Video for any products with deals during Prime Day and Q4 to
help drive high qualified traffic into the detail page
● Take advantage of Holiday specific video content for giftable items during this time
● Make your best "first impression" with new shoppers to keep them brand loyal post-Q4
How to leverage Sponsored
Brands Video during Q4

13. What We’ve Seen Work

14. What We’ve Seen Work
● Expect lower traffic/Impressions for the Sponsored Brands Video
● Sponsored Brands Video CTR% is superior to both Sponsored Product Ads and standard Sponsored
Brand Ads
● Sponsored Brands Video may require a higher CPC bid
○ Optimizations must be done in SC and Ad Console
● Sponsored Brands Videos run pretty efficiently overall
● Sponsored Brands Video conversion rate is superior to standard SBs (average 50% higher)
○ Could be comparable to SPs
● Unlike standard Sponsored Brand Ads, Sponsored Brands Videos do not generate NTB metrics

15. What We’ve Seen Work Cont’d
● Test Sponsored Brands Video for both BR & NB efforts
● The shorter, the better, but make sure the video adds value in some degree
● Beneficial for confusing products that could benefit from a “How To” video
● Use video to showcase unique qualities of the product and the product in action
● Aim to own the top of SERP & bottom of search with a regular SB and an Sponsored Brands Video

16. Key Takeaways
Keep it short and sweet. Ideally 0:15 to 0:30 seconds
Make it entertaining and educational
Make sure to optimize and add new keywords via the UI

17. Schedule Your 1:1
Strategy Evaluation

18. Upcoming Webinars
tinuiti.com/content

19. THANK YOU!