Amazon introduces Multi-ASIN Sponsored Brands video ads
Maira Saleem, August 14, 2023
Amazon's latest release, Multi-ASIN Sponsored Brands video ads (SBV), now allows advertisers to showcase up to three products within their SBV campaigns. This is a welcomed update, as previously advertisers were limited to single ASIN ads. This new ability to showcase multiple products unlocks the potential to drive more clicks and improve return on ad spend (ROAS), while telling your brand’s story through video creative.
Brands can now launch multi-ASIN Sponsored Brands video ads
All advertisers investing in Sponsored Brands video, with an active Brand Store, can now create video campaigns with one, two, or three highlighted products. By default, the first three eligible and unique products on the selected Store landing page will populate when building a new brand video campaign. But advertisers can easily replace products and/or remove one, or two products–but must have at least one product– to be able to launch their campaign. It’s important to note that once a video campaign has launched, advertisers can switch the products, but cannot change the count of products. This means that once launched, a one-product video campaign can only showcase one product, and similarly a three-product campaign will remain a three-product video campaign.
Clicking on a featured product drives shoppers to the corresponding product detail page (PDP), where they can learn more about the product and purchase, while clicking on the branded elements direct the audience to the Brand Store, allowing shoppers to explore the brand's full range of offerings. The ability to drive to both the Brand Store and PDP’s provides even more opportunities to drive clicks and conversions, and allows advertisers and brands to cross-sell and up-sell to increase average order value (AOV) and improve ROAS.
Benefits of Multi-ASIN Sponsored Brands video ads
Improved ad performance vs. single-ASIN Sponsored Brands video ads
Showcasing more than one ASIN on the creative increases the relevancy and conversion of the ad. According to Amazon, Sponsored Brands Video ads that showcase 3-ASINs within the product collection saw a 43.9% higher click-through-rate (CTR) and a 34.0% higher return on ad spend (ROAS) than those with 1-ASIN. By leveraging this ad format, brands can capture the attention of a broader audience and cater to different customer preferences, driving higher conversion rates and maximizing the return of their advertising investments.
Sponsored Brands videos engage shoppers with a compelling brand story
Sponsored Brands video ads help brands to tell their story in an engaging and compelling format. Unlike static images or text-based ads, videos captivate and engage viewers on a deeper level, showcase product features, and highlight unique selling points. The multi-ASIN update allows brands to take this one step further by featuring up to 3 products within their video creative and linking to each ASIN’s PDP.
Brands can now feature up to 3 ASINs and drive traffic to multiple PDPs
Being able to feature up to three products within a SBV campaign, unlocks the opportunity for cross-selling and up-selling. Brands can now showcase product assortments, variations, and/or complementary items alongside their video creative to tell a more complete story. For example, a skincare brand can feature a multi-step skincare routine within their Sponsored Brands video, and drive to each product's PDP to encourage purchases and ultimately, increase average order value.
Drive traffic to explore the Brand Store
When a shopper clicks on the video or a branded element within a Sponsored Brands video ad. it directs them to your Brand Store, where they can explore more products and to get to know your brand on a deeper level. And since Sponsored Brands video ads are focused on driving brand awareness, your Brand Store acts as the perfect ‘landing page’ for the campaign, offering a unique and cohesive brand experience for shoppers.
To learn more about how you can leverage multi-ASIN Sponsored Brands video ads to build brand awareness, drive traffic, and tell your brand story in a captivating way, email us at firstname.lastname@example.org.
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