99% of sellers don’t know how to use “mobile vertical screen advertising”

Through data analysis, Amazon found that the click-through rate of vertical video ads is 8.9% higher than that of traditional horizontal video ads on average. This significant advantage makes vertical video a powerful tool to increase sales.

Vertical Video Ads are video ads that are played vertically on mobile devices. They adapt to the usage habits of mobile users and allow advertising content to be more naturally integrated into the user's browsing experience. Amazon's vertical video ads will be mainly displayed on its mobile apps and mobile web pages, including search results pages, product detail pages, and other high-traffic pages.

• Full-screen display: Vertical video ads can display full screen on mobile devices, capturing the user's full attention.

• High interactivity: Users can directly visit the product details page or make a purchase by clicking on the video, which increases the conversion rate.

• Precision delivery : Amazon uses its powerful data analysis capabilities to help sellers accurately deliver advertisements to potential consumers.

The new format helps you increase brand awareness and product discovery, with video posts appearing across multiple placements during the Amazon shopping process so that your brand is top of mind for customers.

The new display of brand promotion is as shown below, which is more prominent especially on mobile devices.

Sellers can create and run vertical video ads by following these steps:

1. Log in to the Amazon Advertising platform : Sellers first need to log in to the Amazon Advertising platform (Amazon Advertising). If you don’t have an account yet, you need to register one first.

2. Create a new campaign: In the advertising console, select “Create Campaign” and then select the “Video Ads” option.

3. Select the ad type: In the ad type, select "Vertical Video Ads".

4. Upload video material: Upload vertical video material that meets Amazon's requirements. The video should be clear, attractive, and able to convey the core selling points of the product in a short time.

When shooting vertical videos, make sure the aspect ratio is 9:16 to avoid compatibility issues during editing and sharing. When selecting the video size (resolution), you can choose from the following three pixel specifications: 720*1280, 1080*1920, or 2164*3840. When the bit rate, frame rate, and original material clarity remain unchanged, the higher the resolution, the clearer the video quality.

5. Set advertising parameters : including advertising budget, bidding method, delivery time, target audience, etc. Sellers can flexibly set these parameters according to their own needs and goals.

6. Preview and submit: After the settings are completed, you can preview the advertising effect and submit it for review after confirmation. Amazon will review the advertisement, and the advertisement can be put online after passing the review.

7. Monitoring and optimization: After the ad is launched, sellers can monitor the ad performance in real time through the ad platform, including data such as exposure, click-through rate, conversion rate, etc. Based on this data, sellers can continuously optimize ad content and delivery strategies to achieve better results.

Troubleshoot based on common reasons for video review rejection:

You can also try using the video production tool (beta) to easily create videos suitable for brand promotion videos, display promotion videos and brand flagship store video advertising slots through a series of ready-made customizable templates, thereby improving the video pass rate when human resources are limited.

For the first time, Amazon Advertising outlined core principles for four topics based on video advertising effectiveness evaluation and consumer perception:

① Brand awareness: The brand logo must be revealed at the beginning of the first three seconds of the video, and ensure that the brand logo always appears on the screen throughout the entire process.

② Clear information: The duration should be between 15 and 30 seconds, and the first five seconds should emphasize key information. The text should be as concise as possible and the handwriting should be clear and legible; the overall content can be clearly conveyed in silence.

③Creativity and beauty: You can use video templates for production, but it is recommended to make fine adjustments and optimizations on this basis. You can also consider hiring a professional creative service team to carry out shooting and production.

④ Product presentation: It is recommended to refer to the "golden 3 seconds" creativity, and highlight the unique selling points of the product in close-up shots to catch the audience's attention. In the remaining 80% of the time, ensure that the product continues to appear in the picture, and the product's picture ratio must reach at least 50% of the screen area to keep the audience's attention.

Amazon has launched the vertical video advertising feature, providing sellers with a new marketing tool.

Through this form, sellers can not only improve brand exposure and user experience, but also significantly increase conversion rate and advertising return on investment. In the increasingly competitive e-commerce market, making good use of vertical video ads will help sellers stand out from many competitors and win more consumers' favor.