What makes marketers flock to it and consumers unable to resist? The answer might lie in those brief seconds of video advertising that convey infinite information. In the wave of digital marketing, video is no longer optional but essential. With its unique appeal, it's reshaping how brands connect with consumers. This article focuses on Amazon Advertising's latest video advertising solutions and examines how they help brands stand out in competitive markets.
Video Marketing: The Brand Engine of the Digital Age
Video marketing, as a strategy that uses video media for brand promotion and product marketing, has experienced explosive growth in recent years. Its core advantage lies in its ability to deliver information in a vivid and engaging way, effectively capturing audience attention while boosting brand awareness and engagement.
According to Wyzowl's 2022 video marketing statistics, 86% of marketing professionals have incorporated video into their marketing toolkit, and 82% of sales and marketing personnel believe video content is more important than ever. This trend isn't accidental but driven by video marketing's significant advantages:
- Consumer preference: Consumers prefer learning about products or services through video. Surveys show 73% of people would rather watch short videos than read text or view images. Videos can present product features and usage scenarios more intuitively and attractively, effectively stimulating purchase intent.
- Marketing ROI: Video marketing delivers higher return on investment. Optinmonster research shows advertisers using video marketing gain 66% more qualified leads annually and achieve 54% greater brand awareness. Moreover, 93% of marketers report successfully attracting new customers through social media videos.
Amazon Advertising unBoxed: The Barometer for Marketing Trends
To help brands better adapt to new digital marketing trends, Amazon Advertising hosts its annual unBoxed global conference. The event gathers industry experts, marketers, and advertisers to explore the latest marketing strategies, technologies, and solutions. This year's conference introduced several new advertising solutions, with updates to video and streaming advertising features drawing particular attention. These updates aim to help sellers more effectively use video to build brand identity, share brand stories, and reach broader audiences.
Amazon Video Advertising Solutions: Comprehensive Brand Growth Support
The unBoxed conference unveiled several innovative video advertising features:
1. Sponsored Display Video Ads: Reaching Wider Audiences
Sponsored Display, a key Amazon Advertising feature helping sellers reach potential customers both on and off Amazon, now supports video format. These video ads can dynamically showcase products and brands through tutorials, demonstrations, unboxings, and reviews. They appear across multiple placements including Amazon's homepage, product detail pages, and IMDb. The solution also leverages Sponsored Display's existing targeting capabilities to precisely reach consumers at specific purchase stages or those who previously viewed or purchased your products.
2. Video Builder (Beta): Simplifying Video Creation
For sellers lacking video production experience or resources, Amazon introduced Video Builder (beta). This tool provides customizable templates and asset libraries, helping sellers quickly create "Sponsored Brands" video ads using existing images. It lowers production barriers while offering flexibility to create distinctive ads that reflect brand identity.
3. Amazon Advertising Creative Services: Professional Creative Support
Previously available only in the U.S., this free service (with no minimum commitment) now extends to the UK, Canada, Germany, and more. Sellers can select from vetted creative service providers to produce video content and other marketing materials, streamlining the creative process while maintaining quality standards.
4. Streaming TV Reach Incrementality Measurement (Beta): Optimizing Streaming Ads
This new tool helps sellers measure the incremental reach of their streaming TV ads after campaigns conclude. By analyzing unique audience reach metrics and generating data insights, sellers can optimize future streaming ad strategies for better conversion rates and ROI.
In the digital marketing era, video advertising has become crucial for brand building and sales growth. Amazon's new solutions provide sellers with powerful tools to effectively reach target audiences, enhance brand awareness, and drive sales performance. Embracing video marketing represents a strategic imperative for brands looking to succeed in today's competitive landscape.