Audio and video aren't just for blockbuster films or chart-topping hits; they've become the new stars of Amazon's advertising galaxy.
Picture this: a seamless blend of sight and sound, harmonizing together to capture the hearts— and carts—of millions of shoppers.
Let’s explore how Amazon video ads and Amazon audio ads can help your business reign in the virtual aisles of the marketplace.
We’ll also tackle tips to optimize your audio and video ad so you can best showcase your brand's uniqueness amidst the e-commerce clutter.
The Rise of Amazon Advertising
Investing in video ads hinges on its return on investment (ROI). Oberlo cites data stating that a whopping 92% of video marketers claimed that the medium yielded a positive ROI.
Audio ads, including music advertising, can be just as powerful. In fact, Statista forecasts the digital audio advertising industry to reach a market volume of $12.82 billion by 2027.
Over the years, what began as simple sponsored product listings and basic display ads on Amazon has evolved into a multifaceted advertising ecosystem, complete with an array of dynamic tools and platforms.
Central to this advertising renaissance are audio and video ads. These aren't mere frills added to the Amazon marketing toolkit—they represent a core strategy for many sellers.
By fusing sound and visual elements, Amazon advertising allows brands to connect with their audience on a deeper, emotional level. This dual sensory experience, complemented by Amazon's vast user base, provides sellers unprecedented reach and engagement potential.
What are Amazon Audio and Video Ads?
Let’s define what audio and video ad types are, and how they fit into Amazon marketing strategies.
Amazon Audio Ads
Audio ads are unskippable content lasting between 10 and 30 seconds, shared across both Amazon’s first-party and third-party audio platforms.
Such ads include an interactive audio feature for Alexa-enabled devices. This feature allows listeners to respond to an Alexa prompt. They can add a product to their shopping cart, or request further details through email, all while their audio stream remains uninterrupted.
Marketers can place audio ads on Amazon, regardless of whether they’re Amazon sellers or not. One can place an ad through an Amazon Ads account executive, and rates are priced on a cost-per-thousand impressions or CPM basis.
Amazon Video Ads
Video ads fall under five categories: Streaming TV ads, online video ads, Twitch Premium video, Sponsored Brands video, and Sponsored Display video. In this section, we’ll focus on the first two categories.
Streaming TV Ads
Streaming ads are full-screen, non-skippable video advertisements that play before, during, or after streaming content. They can be seen across multiple devices, but their primary consumption occurs on television screens.
These ads can be delivered alongside TV shows, movies, or exclusive originals. Notably, Amazon offers advertisers the golden opportunity to position their “over-the-top” or OTT ads within a diverse range of streaming content. For example:
- Live events on Twitch
- Exclusive shows on Amazon Freevee
- Sporting events like Thursday Night Football
- Popular broadcaster apps and Fire TV channels
Online Video Ads
Online video ads connect brands with their target audiences as they browse and shop online. These ads are versatile and are strategically positioned both in-stream (playing before, during, or after other video content) and out-stream (integrated into non-video contexts, nestled amidst text and images).
Benefits of Amazon Audio and Video Ads
Amazon's audio and video ads stand out as game-changers in the e-commerce landscape, where capturing consumers' attention is crucial. Here are the main benefits of both Amazon marketing services:
Unparalleled Reach
The main benefit of audio and video ads? Unparalleled reach.
The surge of smart speaker ownership by 77% over the last two years have opened up a brand-new frontier for advertisers.
Amazon audio ad campaigns outperform with results showing a 2.0x increase in brand favorability, 1.1x boost in ad awareness, and a 1.9x rise in purchase intent when compared to industry audio benchmarks.
87% of US homes now possess a connected TV device. This vast landscape has facilitated Amazon's ad-supported streaming TV to captivate an average monthly audience exceeding 155 million.
Furthermore, when compared to conventional linear TV, Amazon's Streaming TV ads have successfully reached an additional 10.9% of viewers, emphasizing their superior reach and efficacy.
Diving deeper into the potential of video ads on Amazon, recent data sheds light on the increasing prominence of digital video in the daily lives of consumers. On average, individuals are now dedicating an impressive 19 hours per week to digital video consumption.
Moreover, the persuasive power of these videos cannot be overlooked. 88% of viewers have affirmed that they were swayed to purchase a product or service after watching brand-centric videos like Amazon Prime video ads.
Brand Resonance Boosted by Sensory Engagement
While visuals create a lasting image, sound establishes an emotional connection. The combined effect is a deepened engagement, ensuring that the audience not only sees but also feels the brand.
This sensory impact results in more memorable and impactful brand interactions.
Precision Targeting
One of the standout features of Amazon audio and video advertising is its ability to target with laser precision.
By harnessing first-party data, Amazon advertising solutions offer brands the ability to reach their desired audience based on browsing history and purchase behavior.
This ensures that your audio and video ads reach a wide audience, while also reaching the consumers most likely to be interested in your offerings.
Amazon Audio and Video Ads Best Practices
Here are a few proven best practices you can apply to maximize your ROI and connect with your target audience effectively when marketing on Amazon:
Focus on Your Target Audience
Understanding and targeting the right audience ensures that your resources are effectively spent, reaching those most likely to be interested in and act upon your message. It helps in achieving a higher conversion rate and ensures better ROI.
Actionable Tip: Use Amazon's rich first-party data to narrow down your audience segment. Tailor your message to resonate with this specific group's preferences and behaviors.
Keep it Concise
With the plethora of content available online, consumers' attention spans are shorter than ever. Concise ads ensure that your core message gets across before a potential customer loses interest or skips ahead.
Actionable Tip: For audio ads, aim for a duration of 10-30 seconds. For video ads, ensure your core message is delivered within the first 10 seconds, capturing attention immediately.
Prioritize Quality
High-quality content reflects positively on your brand, portraying professionalism and trustworthiness. It ensures that the audience perceives your brand as reliable and values the message you are conveying.
Actionable Tip: Ensure high-quality production for both audio and video content. Clear visuals and crisp audio can make a significant difference in audience engagement.
Include a Clear CTA
A CTA (call-to-action) guides the viewer on the next steps, whether it's visiting a website, purchasing a product, or signing up for a newsletter. Without a clear CTA, even an interested viewer might not know how to act on their interest.
Actionable Tip: Always conclude your ad with a compelling CTA. For audio ads, consider using Alexa's voice-activated features for interactive engagement.
Optimize for Mobile
A large portion of Amazon users shop via mobile devices. So, make sure that your ads are optimized for mobile screens. This will ensure a seamless and positive user experience, increasing the chances of engagement and conversion.
Actionable Tip: Design video ads to be mobile-friendly. Vertical videos can be especially effective, whether you’re advertising on Amazon or any other platform typically accessed through mobile.
The Bottom Line
Through audio and video Amazon ads, brands can engage, resonate, and persuade potential customers in an increasingly competitive market.
But as with all marketing endeavors, success hinges on strategy, understanding your audience, and optimizing the delivery of your message.
In the ever-evolving world of e-commerce, where algorithms change and consumer behaviors shift, having a seasoned ecommerce partner can make all the difference.
The right guidance and support from Amazon experts can pave the way for increased visibility, enhanced customer engagement, and, ultimately, amplified sales.
About the Author
Carla Bauto Deña is a journalist and content writer who crafts compelling stories for both traditional and digital media platforms. Passionate about championing the causes of small businesses, Carla often lends her voice to companies that empower these enterprises, including industry leaders like AMZ Advisers.
