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Leveraging Amazon Sponsored Brand Video Metrics Slide 1 Leveraging Amazon Sponsored Brand Video Metrics Slide 2 Leveraging Amazon Sponsored Brand Video Metrics Slide 3 Leveraging Amazon Sponsored Brand Video Metrics Slide 4 Leveraging Amazon Sponsored Brand Video Metrics Slide 5 Leveraging Amazon Sponsored Brand Video Metrics Slide 6 Leveraging Amazon Sponsored Brand Video Metrics Slide 7 Leveraging Amazon Sponsored Brand Video Metrics Slide 8 Leveraging Amazon Sponsored Brand Video Metrics Slide 9 Leveraging Amazon Sponsored Brand Video Metrics Slide 10 Leveraging Amazon Sponsored Brand Video Metrics Slide 11 Leveraging Amazon Sponsored Brand Video Metrics Slide 12 Leveraging Amazon Sponsored Brand Video Metrics Slide 13 Leveraging Amazon Sponsored Brand Video Metrics Slide 14 Leveraging Amazon Sponsored Brand Video Metrics Slide 15 Leveraging Amazon Sponsored Brand Video Metrics Slide 16 Leveraging Amazon Sponsored Brand Video Metrics Slide 17 Leveraging Amazon Sponsored Brand Video Metrics Slide 18 Leveraging Amazon Sponsored Brand Video Metrics Slide 19 Leveraging Amazon Sponsored Brand Video Metrics Slide 20 Leveraging Amazon Sponsored Brand Video Metrics Slide 21 Leveraging Amazon Sponsored Brand Video Metrics Slide 22
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Leveraging Amazon Sponsored Brand Video Metrics

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In this presentation, I briefed on how a seller or an ad agency can leverage the metrics available in the dashboards.
The main focus is on leveraging campaign placement report metrics.
Unlike impressions, clicks, sales, spends and other common metrics. Campaign placement report offers you additional data on the video part like Video first quartile views, midpoint views, third quartile views, video complete views, view-through rate, Viewable impressions, 5-second views, 5-second view rate, unmute views etc.
Have a glimpse of what Amazon had in store to offer for the sellers and vendors to analyze the campaigns and customer behavior and gives you the scope of optimizing the campaigns accordingly

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Leveraging Amazon Sponsored Brand Video Metrics

  1. 1. Reports Sponsored Brands Video
  2. 2. What are SBV? • 6 to 45 sec long videos • Starts automatically as soon as half of preview image is displayed on screen • Links to product detail page • CPC model • Ultimate purpose is to increase brand awareness, convey brand messages, attracts customer attention
  3. 3. How to access SBV reports? |
  4. 4. New Report page
  5. 5. Types of reports: • Keyword report • Campaign report • Campaign placement report • Search term report
  6. 6. Time Unit: • Summary: Provides an aggregated view of the metrics for selected report period. (Max 90 days) • Daily: Provides daily metrics and can be used for comparing the pre-post results of campaigns.
  7. 7. Keyword report: • Review the performance of individual keywords within the campaigns • Track the fluctuations in impressions, ACOS, ROAS, CTR after bid adjustments • Prioritize keywords based in metrics • Focus on keywords that are working for you. (Competitively bid on those that give high conversions)
  8. 8. Campaign report: • Monitor overall impact of bid, keyword, and, creative optimizations. • Compare the performance of multiple campaigns for a defined period in a single view • Identify high and low performing campaigns and optimize accordingly based on your marketing goal.
  9. 9. Search term report: • Provides the data of all the customer search queries that led to a click on the advertised video. • Helps in identifying high-performing, relevant, and negative search terms • Helps in finding appropriate keyword variations to amplify your performance according to your goal.
  10. 10. Campaign Placement report: • Provides insights and performance data on which ad placements did our video showed up. • Most frequently ads are placed within the search results.
  11. 11. Metrics for Campaign Placement report: • Impressions • Clicks • CPC • Spend • Sales • ACOS • ROAS • Orders • Units • Viewable Impressions • View through rate • CTR for Views • Video First Quartile Views • Video Midpoints Views • Video Third Quartile views • Video Complete views • Video Unmutes • 5 second views • 5 second view rate
  12. 12. If half of the ad can appear on the screen of the user for at least 2 sec then it’s counted as a Viewable impression. Viewable impressions ~ Awareness Superior metric that helps you understand the viewability of your ad unlike impressions. In simple terms, If you decide to walk through an aisle in a supermarket. All the products placed in the aisles gets an impression unless you run. • Viewable Impressions
  13. 13. VTR = Viewable Impressions/ Impressions X 100 Ratio of Viewable impressions. Aim for at least 15%+ VTR Good VTR ~ Reach VTR gives us the percentage of impressions who scrolled through 3/4th of the search result page. We can use this metric to plan the placements of SP and optimize accordingly. i.e, high VTR ~ We can opt for rest of search placements. • View through rate
  14. 14. vCTR represents the number of clicks as a percentage of viewable impressions. Clicks/Viewable impressions = vCTR vCTR defines the success of campaign ~ Attention, Consideration and Intent • Click through rate for views (vCTR)
  15. 15. • It is the number of impressions for which an ad played till the end of ¼ of the video. • Customer specific count. Reloaded ad views won’t be added up. • Skipped video impressions won’t count in VFQ views. Very crucial metric to understand the initial impression on customer. Poor VFQ ~ Inefficient ad campaign Key Triggers: Curiosity, Delayed motive, Creativity, humor, suspense. Video First Quartile Views
  16. 16. • It is the number of impressions for which an ad played to midpoint of the video length. • Follow 8 second rule of digital marketing • 8 secs is the time you’ll get to convince a customer to engage if you succeeded in gaining attention. • Note where your 8 sec mark falls under based on the length of video. • 8 sec+ views ~ Intent Video Midpoint Views
  17. 17. • It is the number of impressions for which an ad played till the end of ¾ of the video. • Views are inclusive. (VTQ includes Midpoints views; Midpoint views include VFQ views) • Thus, it gives us a clear idea on how many viewers skipped the video at which point. Video Third Quartile Views Video Length Row Labels Sum of Impressions Sum of Viewable Impressions V.Imp Ratio Sum of Video First Quartile Views FQ Ratio Sum of Video Midpoint Views MP Ratio Sum of Video Third Quartile Views TQ Ratio Sum of Video Complet e Views CV Ratio 7 sec 1 | SBV 2378 253 10.64% 270 11.35% 161 6.77% 100 4.21% 70 2.94% 10 sec 2 | SBV 395 117 29.62% 109 27.59% 72 18.23% 49 12.41% 33 8.35% 11 sec 3 | SBV 4657 399 8.57% 330 7.09% 176 3.78% 121 2.60% 88 1.89%
  18. 18. • It is the number of impressions for which an ad played till the end i.e, 100%. • Brand message conveyed • Complete views ~ Consideration Video Complete Views
  19. 19. • Users naturally won’t finish a video, It’s still possible to achieve successful conversions with low VCV. • View impressions doesn’t necessarily mean brand message is conveyed, there’s a chance where user might miss-out on an ad when he’s focused on the products above or below the ad placement. • Video restarts from the beginning when user scrolls past the video and visits back. • No playback bar • Brand Loyalty might influence the impressions • Usually customers find the relevant brands on top of the search page. Downsides
  20. 20. • No of impressions where a shopper unmuted the video. • Repetitive actions won’t count • Unmute percentage indicates that the video is connecting well with customers. • Less unmutes ~ Relatively Less conversions. Video Unmutes Video Length Row Labels Sum of Impressions Sum of Viewable Impressions V.Imp Ratio Sum of Video First Quartile Views FQ Ratio Sum of Video Midpoint Views MP Ratio Sum of Video Third Quartile Views TQ Ratio Sum of Video Complete Views CV Ratio Sum of Video Unmutes UM Ratio Sum of 5 Second Views 5 sec views 7 sec 1 | SBV 2378 253 10.64% 270 11.35% 161 6.77% 100 4.21% 70 2.94% 4 0.17% 112 4.71% 10 sec 2 | SBV 395 117 29.62% 109 27.59% 72 18.23% 49 12.41% 33 8.35% 1 0.25% 65 16.46% 11 sec 3 | SBV 4657 399 8.57% 330 7.09% 176 3.78% 121 2.60% 88 1.89% 2 0.04% 181 3.89%
  21. 21. • The number of impressions where the shopper watched the video for either 5 sec or the full video (Whichever is shorter) • Established brand – Opening can be with motive, and message • New to Market – Brand identity must be visible on the screen 5 Second Views
  22. 22. Thank you 45- 55 Presentation complete views added
  • sanjaysameeksha

    Nov. 2, 2021

In this presentation, I briefed on how a seller or an ad agency can leverage the metrics available in the dashboards. The main focus is on leveraging campaign placement report metrics. Unlike impressions, clicks, sales, spends and other common metrics. Campaign placement report offers you additional data on the video part like Video first quartile views, midpoint views, third quartile views, video complete views, view-through rate, Viewable impressions, 5-second views, 5-second view rate, unmute views etc. Have a glimpse of what Amazon had in store to offer for the sellers and vendors to analyze the campaigns and customer behavior and gives you the scope of optimizing the campaigns accordingly

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