#amazon

with regards to what?

spend, performance, brand lift, conversion lift, attr roas, cpm, search lift, contr to bCAC, contr to cvr .. i can go on i think 😄

are you currently running OTT/CTV?

yeah

i asked my team on their POV: spend is pretty much unlimited so no concerns there. we can do brand lift and have seen good search lift on that in the past with lesser impact on conversion lift. Generally not great for direct response performance obviously, but where the performance-specific win is if Amazon is a significant channel for someone, you can pair DSP ads with people who have seen the STV ad and drive them down the funnel. Plus, lots of opportunity now to use AMC to see different path-to-conversions / time-to-conversion to see how STV is impacting the channel (+ AMC custom audiences).

also, per Nielson for June 2024:
• Prime Video has 3.1% of total TV usage (2nd highest streaming %, Netflix is #1)
• Streaming TV is 40% of total TV usage

thanks - two things, AMC to path to conv doesn’t include PV just yet, only stv (maybe it is now that that PD is done)

2nd, while i can see the relationship between PV and amazon which, to a point, might be true… i dont see how a TV impression can lead the viewer to automatically assume amz being the destination. tv is tv - people choose their own adventure after that (unless there’s a qr code taking them to amz pdp)

yep, you can see PV in path to conversions with supply_source = "Prime Video ads"

I don't think it's assumed that Amazon is the destination they are expected to look at, I just think it is the place most consumers end up going

and the higher connection with PV/Amazon I think is partially explained by some of their (notably self-serving & pretty old) data
• Prime Video households spend 22% more per month in the Amazon store than non–Prime Video households.
• On average, 84% of Prime Video households have shopped on Amazon.

yeah the data is fishy because they opened it only to a handful of brands back in sept before opening it to all earlier this year - so of course there’s better data with the handful of brands due to first mover advantage and low number of ad runs

thanks for sharing that about pulling PV in path!

my expectation, i guess, is to see a sizable brand lift across the board (not just amz)

while im seeing a little, im not seeing as much as i had hoped

to your point though, no idea when they added PV to be selectable via supply_source

and thought is that im right to be expecting as such because its a new format and not many advertisers are in there

it kinda makes sense because they might open that supply path to other biddable providers?

yeah absolutely, I think it would lift across all channels

exactly, ’cept it didnt..

it was a low hum of an increase which was a big fat whoop

my assumption is it stays exclusive to Amazon, they sell upfronts, start bringing in "Sponsored TV" advertisers into it, etc

do you bring in 1p data to AMC?

good point, the first upfront they did apparently had a lot of interest, but then they raised the minimums

and kept minimums low if you become “1 of 3” commercials etc

yeah as of now its a monthly 1p upload

trying to figure out a way to link it or do it via cdp, but for now its manual

thats probably good enough though

i just see PV as a piece of the full STV pie and need to be everywhere, would be interesting to see the path to conversion though to see how its playing into everything

problem is this time we only did PV lol

turned off STV

to see the viability of PV