Guide
Boost full-funnel performance with a single video
Create a single, effective video with our best practices to tell your brand’s story and drive results.
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Put your brand in the spotlight alongside their favorite movies, TV shows, news, and live sports.
In today's digital landscape, video advertising is an essential tool for businesses to both engage with and expand their audiences. The power of video lies in its ability to combine visuals, sound, and storytelling to capture attention. By using Amazon's streaming TV channels and online videos, video advertising offers brands a unique opportunity to help reach relevant customers and convey their brand’s message during moments that matter.
Amazon video ad solutions help brands bring their stories to life and drive their business objectives across the full funnel. Full-funnel marketing refers to crafting a strategy across all marketing channels and touchpoints in the customer journey. Whether your brand has existing assets or needs to start from scratch, Amazon Ads can provide creative services and a custom approach to ensuring brands deliver effective video ads.
The full-funnel approach to video advertising
Amazon video ad solutions can drive full-funnel results to help brands stand out and drive business objectives. By engaging potential customers across multiple touchpoints, brands can strategically tell their brand story to the right customers at the right time and place. This approach creates a holistic brand experience that offers more advantages over single-channel tactics. These advantages help:
- Build reach and awareness
Deliver your message at scale with Amazon’s Streaming TV ad solutions, such as Prime Video and Twitch ads. - Drive consideration Use Amazon’s unique first-party signals to reach your customers with the right message at the right time with solutions like online video ads and Sponsored Brands video.
- Drive conversion Reach customers where they shop with user interactive video ad capabilities on Streaming TV, Sponsored Display video ads, and more.
Amazon video campaigns in the U.S. that ran on two or more video solutions saw the following increases in performance compared to campaigns that only used one video solution1:
- +15% incremental reach
- +142% higher detail page view rate
- +84% higher purchase rate
Best practices for improving performance with a single video
For advertisers with limited resources, a streamlined approach to creative asset production can help them to focus their efforts on driving business growth.
As long as a video is built to Streaming TV specifications* and meets policy requirements, it is eligible to run on most video properties. To build a video that ranks in the top two thirds of ads on the property, include the following best practices to help boost overall performance. Overall performance refers to the average uplift in performance across awareness, consideration, and purchase KPIs, accounting for differences in budgets, impressions, and flight times.
Essential elements to build an effective video ad include:
- Realistic and relatable settings
Provide context for customers by showing your product or service in a setting where they are typically used. On average, videos that did this performed 16% higher overall than videos showing products out of context. 1 - Voiceover or dialogue
Incorporate spoken narratives or conversations in your videos to engage customers and convey your message. On average, videos with voiceover or dialogue performed 10% higher overall than videos with no voiceover or dialogue. 2 - Product introduction in the first five seconds
Introduce your product early in the video to help customers identify what they’re watching. On average, videos that did this performed 8% higher overall than videos that did not introduce the product early. 3 - Easy-to-read text on screen
Use understandable on-screen text that matches the video’s pace. On average, video that did this performed 5% higher overall than videos that had no text or text that’s hard to follow. 4
If you’ve already mastered the essential elements, incorporating the following bonus elements can further boost overall performance. These elements are not widely used by most Amazon advertisers—granting your brand a competitive edge. 5
Bonus elements include:
- 30-second videos
If you can only create one video, prioritize a 30-second version so you can tell customers more about your product. On average, 30-second videos performed 12% higher overall than 15-second videos. However, it's important to note that even a concise 15-second video is more impactful than no video at all. 6 - Emphasis on product features
Talking about product features customers understand how the product can meet their needs or solve their problems. On average, videos that did this performed 8% higher overall than videos that did not focus on product features. 7 - Good storytelling
People are drawn to stories, even simple ones. Present your information in a logical order, with a clear introduction and conclusion. Your story should present a relatable problem for your customers and use your product as the solution. On average, videos that did this performed 7% higher overall than videos that did not follow these principles. 8 - Brand personality
Highlight your brand’s unique values, style, and tone to create an emotional connection with your target customers. Define what sets your brand’s personality apart. For example, your brand’s personality could be bold and innovative, warm and nurturing, or sleek and sophisticated. On average, videos that conveyed brand personality performed 7% higher on overall than videos that did not express brand personality. 9
To view an example of a video ad that includes all of the essential and bonus elements described above, watch the video below:
NordicWare Streaming TV Ad
Reach out to your Amazon Ads representative or get in touch with production and editing services to create your video.
1-9: Amazon internal, US, 65K creatives running on Sponsored Brands video, Online Video, Sponsored TV, and Streaming TV between January 2023 - March 2024.
*Bitrate requirement for Prime Video Ads is 15 mbps.