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

1. Reports
Sponsored Brands Video

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. How to access SBV reports?
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4. New Report page

5. Types of reports:
• Keyword report
• Campaign report
• Campaign placement report
• Search term report

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. 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. 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. 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. 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. 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. 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. 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. 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. • 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. • 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. • 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. • 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. • 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. • 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. • 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. Thank you
45- 55 Presentation complete views added