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Creative ads

Guide to Amazon Sponsored Brand Video Ads

Get inspired to create attention-grabbing, creative Sponsored Brand Video Ads with the Advigator Amazon Ad Library. Browse millions of Sponsored Brand advertising campaigns for a deep dive into competitor analysis, brand strategy, or ad trends. Then create your own Sponsored Brand Video Ad.

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Want to take your PPC campaigns further? Advigator PPC software streamlines ad creation and optimization, ensuring your videos reach the right audience with precision and impact.

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Sponsored Brand Video Ads are not just about visibility. They empower brands to express their creativity, share their story visually, captivate their audience, ignite curiosity, and inspire clicks.

What are Sponsored Brand Video Ads?

Sponsored Brand Video Ads are a type of Sponsored Brand Ad. They are short video ads that appear on the Amazon search results page on both mobile/desktop. Ads play automatically once at least 50% of the video is visible to the shopper. They often have audio, but the sound is muted by default. When shoppers click on Sponsored Brand Videos, they are taken to a specific detail page designated by the seller.

Like other Amazon ad types, they use an auction-based keyword targeting system and are PPC ads, so sellers only pay when the ad is clicked.

How Do Sponsored Brand Video Ads Work?

Sellers bid on specific keywords just like with regular Sponsored Product Ads. Ads that win the bid are placed on the search results page.

Only sellers enrolled in the Brand Registry are eligible to run Sponsored Brand Video Ads.

Why Should You Create Sponsored Brand Video Ads?

Video ads have proven to be more effective at capturing shoppers’ attention and leaving a lasting impression than static advertisements.

According to Amazon:

  • 91% of consumers say they want to see more online videos from brands.
  • 89% say watching a video has convinced them to buy a product or service.
  • Customers are 95% more likely to remember a brand message conveyed through video, compared to written content.

Sponsored Brand Video Ads are especially effective because they take up a large proportion of the screen. Videos usually play automatically, so when shoppers scroll the results page, their attention is drawn to the product. Effective video ads clearly explain the benefits of the product, positively impacting conversion rates.

Effective Ad: Nutribullet

This ad grabs attention with an engaging opening shot showcasing the product in use. The video’s content highlights the product’s features and benefits both visually and through clear, concise text.

Ineffective Ad: Diliqua

The opening shot starts with text and isn’t dynamic. The product is shown but never in use by actual customers. Instead, it would be better to see customers using the product for shaking protein mixes.

Find more examples of Sponsored Brand Video Ads on the Amazon Ad Library.

Why Did Amazon Reject My Sponsored Brand Video Ad?

Sponsored Brand Video Ads must go through an approval process to comply with Amazon’s terms of use. The most common reasons video ads are rejected include:

  • The video contains customer reviews.
  • The video contains Amazon branding elements.
  • The video is abruptly cropped at the maximum video duration.
  • Black or empty frames at the start or end of videos.

Amazon has specific requirements for video, audio, and text. Review the full guidelines here.

Video Specs

  • 16:9 aspect ratio
  • 1280 x 720px, 1920 x 1080px, or 3840 x 2160px
  • 23.976 to 30 fps
  • 1 Mbps or higher bit rate
  • H.264 or H.265 codec
  • 6-45 seconds
  • 500 MB or smaller
  • MP4 or MOV format
  • Main or baseline profile
  • Progressive scan type
  • 1 video stream only

Audio Specs

  • 44.1 kHz or higher sample rate
  • PCM, AAC, or MP3 codec
  • 96 kbps or higher bit rate
  • Stereo or mono format
  • Not more than 1 audio stream

Text Specs

  • Must be legible on mobile
  • Language must match ad locale
  • No text in the bottom-right corner

How To Create Sponsored Brand Video Ads On Advigator

  1. Activate a new campaign, set your budget and ACoS, and select “Sponsored Brand Video.”
  2. Upload your video directly, and your campaign will go live in minutes.

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Creative PPC Ad Strategies

The best Sponsored Brand Video Ads capture shoppers’ attention and nail the messaging. Follow these best practices:

  • Keep it short: Amazon recommends between 15-30 seconds.
  • Product choice: Consider Sponsored Brand Video Ads for products that don’t perform as well in static ads or products better understood by demonstration.
  • Mobile-first: Most views come from mobile shoppers, so ensure text is at least 30pt in size and legible. Keep framing tight on the product for maximum mobile visibility.
  • Readability: Add text and subtitles for maximum messaging impact.
  • Optimize for sound-off display: The default mode is muted, and most customers won’t toggle the sound on. Ensure your ad is clear even without audio playback.
  • Make it loop-friendly: Videos loop automatically, so ensure a smooth transition between the end and the beginning.
  • Striking first image: Engagement peaks in the first 4-8 seconds. Some ads require manual clicks, so select an image that grabs attention and compels customers to click.
  • Focus on the customer: Viewers found your ad by searching for a keyword, so keep the ad focused on the product they’re interested in, not your brand.
  • One product only: For product variations, focus on your best-selling product and highlight the variations. You don’t need a different video for each variation.
  • Amazon videographer: Consider hiring a videographer who specializes in creating Amazon videos. They’ll already be aware of the guidelines and best practices.

Step-by-Step Formula For Creating Effective Sponsored Brand Video Ads

1. Start with action.

The goal of the first 5 seconds is to convince viewers to continue watching. Start with a dynamic opening shot, very zoomed out or very zoomed in.

Example:
In the first 5 seconds of this Poppi ad, there is an intriguing opening screen with a text message announcing the tagline “Soda’s back.” Then the product is immediately shown.

2. Focus on problem-solving.

Show the viewer how your product solves their common problems and pain points.

Example:
This ad clearly shows the problem, pet hair, within the first 5 seconds and how the product will solve it with a specially equipped vacuum cleaner.

3. Showcase the features and benefits together.

Highlight the benefits that ignite the shopper’s passion or address their problem, alongside the features that make those benefits possible. Include a text overlay of the features and benefits.

Example:
The Tractive ad opens with the product benefit—tracking your dog’s movements. The ad demonstrates features like live tracking, activity monitoring, virtual fence, and family sharing.

4. Finish with the brand logo, tagline, and a call to action.

Example:
This Starbucks ad begins with the logo and maintains it throughout. The closing shot shows the products, the logo, and a call to action to “make it yours at home.”

Common Pitfalls

Avoid these common mistakes that reduce ad effectiveness and approval likelihood:

  • Don’t feature more than one product. Keep the ad focused on just one product to avoid violating Amazon’s terms of service.

    Example: Featuring several products without highlighting features or benefits of any is ineffective.

  • Not loopable. Avoid starting or ending with a black screen. Ads should play seamlessly.

    Example: Black screens at the start and end of this ad discourage repeat viewing.

  • No CTA. Encourage shoppers to click through. Include a brand logo and tagline at the minimum.

    Example: Without a brand name or CTA, this ad misses an opportunity to drive engagement.

  • Not clickable first frame. Choose a dynamic first frame to entice clicks.

    Example: This ad wastes the first 5 seconds with an uninspiring opening.

  • Audio-reliant. Ensure your ad works without sound by including subtitles or on-screen text.

    Example: This ad relies entirely on audio, missing key shoppers.

Sponsored Brand Video Ads aim to win the click, not drive a purchase. Unleash your creativity to inspire an emotional connection with your brand, leading customers to explore your Amazon storefront or product pages.