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By Adam Mellott · October 16, 2025 · Curated by George's Blog
Pretty interesting data coming from product-level Branded Search Ads since launching STV in mid-August with an absolutely BEAUTIFUL commercial-grade creative (Shoutout Rob Wiltsey / VideoFresh®). All data pointing towards peaking consumer curiosity upon campaign exposure and driving substantial increases in branded engagement & overall lift. Over the last two months, we’ve been testing Amazon DSP’s Streaming TV inventory across two specific health & wellness products, showcasing the benefits and a bit of information about this brand:
Here’s what we’ve seen since launch (mid-August -> early October):
🔸 Product 1: Total Sales +39% | Sessions +123% | Branded CVR ↑ from 18.8% → 20.7%
🔸 Product 2: Total Sales +75% | Sessions +68% | Branded CVR ↑ from 25% → 31.6%
While STV doesn’t always drive immediate last-touch conversions, it’s very clearly working to increase overall brand curiosity, increased branded searches, higher PDP traffic, and stronger downstream conversion across Sponsored Ads. Quantifying STV / true upper funnel tactics can be a bit tricky, if you don't know where to look in terms of impact. AMC's path to purchase report is certainly helping to paint the picture as well, but the key is to evaluate overall lift since launch (If your Search campaigns are organized properly and segmented correctly, you should be able to evaluate easily at the product, strategy, and ad-type level).
Below is branded campaign performance for Product 1. Can you tell when we launched STV? 🤠 I'm super excited to continue this test through Q4 - We should get some fantastic data headed into Q1 / NYNY.
#amazonads #amazonadvertising #amazondsp #retailmedia #btrmedia