On October 26, during the unBoxed 2022 conference, Amazon ad announced several new video and streaming options for advertisers on the platform.
Amazon’s Sponsored Display service will now include video for companies looking to enhance their ads with media.
The press release refers that new options will allow brands to “deliver immersive video ads, such as tutorials, demos, unboxing and testimonials and measure campaign performance with standard Sponsored Display metrics.”
Amazon will also make Sponsored Display available to brands looking to use the service on other platforms, like the streaming platform Twitch.
Restaurants and hotels were examples of brands that might be interested in using the enhanced video service.
The Video Builder’s beta version, available since last July, has also been expanded. The service includes customisable templates and several tools, that should allow brands to “create more engaging ad content”.
Regarding Video Builder, Vice President and General Manager of hOmeLabs Phil Lepper said they used the tool to launch “three new campaigns in 30 minutes,” allowing the company to “adjust messaging for the variations in product size.”
The campaigns reportedly resulted in a click-through rate of 4.49%, with a 15% advertising cost of sales, “which was more than a 100% improvement over similar campaigns without videos.”