Most advertisers lean heavily on Sponsored Brands Video campaigns targeting prod
By George Barnett Reid 👀 · September 30, 2025 · Curated by George's Blog
Most advertisers lean heavily on Sponsored Brands Video campaigns targeting product detail pages (PDPT). Fine. But if you’re not testing store sub-page targeting (SPT), you’re effectively throwing away performance.
We recently onboarded an account that had been running PDPT exclusively. To prove the point, we launched three SPT campaigns against three new-to-brand keywords. Thirty days later, the numbers made the argument for us:
➡️ VTR: SPT steady at 31–34%. PDPT couldn’t get past 23%, sometimes dropping to 5%.
➡️ vCTR: SPT averaged 8.1%. PDPT scraped by with 3.2%.
➡️ Completion rate: SPT 36.6% vs PDPT 29.4% — almost a 20% efficiency gap.
➡️ Early engagement: 5-second view rate on SPT = 25–29%. PDPT well below that.
➡️ Quartile retention:
SPT
Q1→Q2: 63.9%
Q2→Q3: 72.3%
Q3→Completion: 79.2% (nearly 4 in 10 finished)
PDPT
Q1→Q2: 55.4%
Q2→Q3: 68.7%
Q3→Completion: 75.9% (only 29.2% finished)
The story writes itself: SPT delivers stronger engagement, smoother retention curves, and higher efficiency. It’s simply the better environment for video storytelling.
We test every lever available. Not because Amazon said so. Not because it’s trendy. But because the data does the talking. And when the data’s this clear, you’d be mad to ignore it.
These learnings don’t just sit in a spreadsheet. They get fed back into our weekly Pare (Learning Hub) calls so AMs can weaponize them in real accounts.
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