After the first article on the basics of the Sponsored Product, today we are going to delve into the second advertising product that advertisers can use: Sponsored Brand. What are the features of this ADV product, how does a Sponsored Brand work, and why is it important to include it in an ADV media plan will be covered in detail in this AdsWirt post.
As we have seen in previous articles, for proper media planning on the Amazon channel, it is necessary to know the individual potential of ADV products. In particular, apart from the placements that the product allows us to occupy, it is necessary to know in which part of the conversion funnel we are going to intervene and which type of pricing model or targeting is best suited to our purpose.
Sponsored Brand: Key Features
Let’s start with the first question about the Sponsored Product: What is it for? As the name of this ad product suggests, the Sponsored Brand helps us highlight the brand rather than the individual products. It is a more “sophisticated” creative than the Sponsored Product, allowing us to give the user a more immersive experience when approaching the brand. Before delving into its different ramifications (Sponsored Brand Video, Spotlight), let’s see what the characteristics of this ad product are.
Sponsored Brand: Placement
First, it allows us to occupy the Top of Search placement within the search results with a highly impactful placement composed of several elements that make it highly customizable. One of the first elements that make up an SB is the brand logo. Placed at the top left of the ad placement, it allows us to show users our brand with high impact.
Next to the logo, a headline can be placed to draw attention to the goodness of the brand being promoted. Below the headline, a call to action to invite the user to click and continue. To make the Sponsored Brand placement more prominent, Amazon allows the placement to be customized with a custom image (which will become mandatory in early 2024). To complement the placement, the Sponsored Brand now allows us to feature featured products (in the classic SB version).
Landing Page:
One of the most important features of Sponsored Brands is to act as a traffic connector to the brand’s store. The store can be reached by clicking on the headline, logo and call to action. When the user clicks on the individual featured products, they are taken to the individual product page of the selected product. Alternatively, the user can be taken to a product list page.
Conclusion:
This brief overview of the basic elements of Sponsored Brand provides us with the basic elements of this advertising product. Its use and tactical features deserve further exploration, which we will see in future AdsWirt articles.
