Harnessing the Power of Sponsored Brand Video for Brand Expansion

$

238

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minimum higher CTR from SBV

Today, 73% of consumers resonate more with video ads when discovering products and services, with 88% admitting these video ads have swayed their purchase decisions.
^{[Wyzowl, The State of Video Marketing, US, 2022]}

Nectar sought to put these stats to the test by comparing the results of Sponsored Brand Video to other campaign and media types used across two separate brands (both brands using all campaign types).

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At a glance, Sponsored Brand Video (SBV) is more costly, but would the investment pay off?

‍The brands:

‍‍Bedgear:

‍With an ambition to climb Amazon's ranks, both in sales and brand memorability, Bedgear faced the challenge of carving its niche in a dense market.

‍Garden Weasel:

‍With Prime Day approaching in July, Garden Weasel was on the hunt for strategies to turbocharge brand visibility and sales.
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Challenges

1

Elevate Brand Visibility

2

Attract New-to-Brand (NTB) Customers

3

Achieve good ROAS on expensive campaign types

4

Create massive increase in traffic

Solutions

For both brands, Nectar new it had to create stunning video in order to convert. Standing out on Amazon is all about making your products and brands pop, especially because of the chance of being placed alongside your direct competitors and alternatives.

‍
Fortunately, Nectar has a full in-house studio to produce videos in sync with our advertising team, creating the perfect storm.

Bedgear:

Sponsored Brand Video (SBV) Showcase: Utilize SBV for optimal visibility at cost-effective CPMs.
Video: The Brand Amplifier: Using videos, especially SBV, to imprint a potent brand message.
Diversified Campaigns: Deploying multiple SBV campaigns targeting brand visibility and high-intent buyers.

Here is one of Bedgear's high performing videos:

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Garden Weasel:

SBV - The Engagement Ace: Prioritizing video-rich SBV campaigns to capture and retain consumer attention.
Keyword Opportunism: Exploiting overlooked unbranded keywords to give Garden Weasel an edge.
Streamlined User Journey: Refining brand storefronts to facilitate user navigation towards sale ASINs.
360° Ad Synergy: Incorporating Sponsored Display, Brand, and Product ads to guarantee comprehensive brand exposure.

Here is one of the Garden Weasel's high performing videos:
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Results

Bedgear:

SBV led with a 0.62% CTR, dramatically surpassing the 0.19% from other campaigns.
An impressive 87% of sales via SBV came from to new-to-brand sales.
While CPC is higher with SBV, ratio of sales was impressive; Consuming just 14.69% of the ad budget, SBV commanded 7.6% of total sales.‍

Garden Weasel:

SBV starred with a 0.61% CTR, outshining Sponsored Brand (0.34%), Sponsored Display (0.16%), and Sponsored Product (0.51%).
95.9% of sales came from new-to-brand sales.‍

‍In Conclusion:

Sponsored Brand Video was demonstrated to have a minimum average higher click through rate of 238% across campaign types and drove the majority of new-to-brand sales.
Despite the expense, video is unparalleled in driving conversions.

Before

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The long-term effect of sponsored brand video on brand awareness, new-to-brand sales, growth, and interesting category effects.