Athletic Greens Partners with Kaizen Ad to run a creative test on Amazon’s Video in Search
Updated: Feb 6
Athletic Greens partnered with Kaizen Ad to develop a few video ad creatives to test in their campaign on Amazon’s newest mobile video ad product, Video in Search.
Intrigued to test product focused video ads against Athletic Green’s existing live-model lifestyle videos, Kaizen Ad specialized designers created two different mobile-optimized video ads using existing static product images.
The new videos ran for 8 weeks, showing a positive trend generating ROAS comparable to existing highly relevant live-model video ads.
Video Ad Creatives:
Amazon’s transactional nature can be said to cater well to video ads that focus on what the product is about and getting right down to the unique selling points is recommended. The hypothesis we wanted to test was if product shot focused video ads can generate as much upper-funnel interest as live-model & lifestyle videos in the existing campaign.
Video Variation 1: Question
Video ad opening with a question to the audience. Then presenting the product and unique selling points & benefits.
Video Variation 2: Animation
Video ad focusing on introducing the product with unique selling points and image animations.
Older campaigns have stronger ROAS because of more run time and relevancy against them, however, after 8 weeks of running the new videos grew in views and click-through-rate. With a 2 week attribution window we checked on results mid-June and mid-July. Overall, the new product focused videos saw favorable results compared to the existing live-model / lifestyle videos.
Considering a few points the creative test was a good and safe test to learn that there is an opportunity to drive sales with product focused video ad creatives while maintaining ROAS: 1) This channel delivery is lower than DSP/Programmatic video; 2) Video in Search is still in Beta.
Overall, the product focused animation video, Video Variation 2, performed very favorably. Compared to the highest ROAS in previous months campaigns, the animation video ROAS is the same as the best performing live-model influencer video.
Both videos had the highest number of units sold in June as compared to the original video ads that had higher relevancy. Number of views for each video was almost the same for June, although overall the views were decreasing on this channel. Both videos had highest 14 day total sales. Animation video (Video Variation 2) saw the highest sales, 80% higher than the best performing original video in June.
Considerations for the future:
Test more variety of product focused video ads
Consider varying up images
Consider different first 5 seconds to catch attention
Consider different themes: comparison, USPs focus, brand story, etc.
Amazon recommends 10+ video ads to drive greater relevancy and reach
Running 1-5 video ads on Video in Search is standard and safe, however the views and clicks grow steadily and can take a longer time to reach any significant results