Streaming TV Ads: 3 Secrets to Brand Growth

In a Nutshell According to Dentsu's latest research, Amazon Streaming TV ads offer long-term brand building effects equivalent to traditional TV, connecting with shopping data to enable measurable, sustainable growth.

What This Means Marketers intuitively understand the importance of long-term brand building. Dentsu's recent global study revealed that 60% of Chief Marketing Officers (CMOs) prioritize media investments in long-term brand growth over short-term performance activities. However, proving a clear ROI for brand investments has often been challenging, leading to a tendency for short-term, performance-driven activities to take precedence.

To bridge this gap, Dentsu's new study, 'The Brand Reset,' released earlier this year, combines Lumen's viewing attention data, Kantar's expertise in brand tracking and financial performance, and insights from marketing expert Les Binet. This research analyzes the second-by-second effects of video formats, allowing for precise identification of when and where brand impact occurs. Notably, it demonstrates that the modern Connected TV (CTV) environment delivers long-term brand effects nearly equivalent to traditional linear TV. Furthermore, Streaming TV ads on Amazon channels like Prime Video can connect brand exposure to verified household shopping signals, directly linking campaign performance to business outcomes.

Implications for Korean Sellers 1. Leverage Cultural Moments Shifting to Streaming: Major cultural events, such as sports games and awards ceremonies, are increasingly moving to streaming TV worldwide. Korean Amazon sellers should take note of this shift in viewer behavior. By planning campaigns linked to key events through Streaming TV ads, sellers can expose their brands to a wider audience of potential customers and boost brand awareness. 2. Cultivate Voluntary Engagement: 'The Brand Reset' study highlights that voluntary engagement is more effective for long-term brand building than forced attention. Amazon Ads' interactive video ads encourage viewers to actively participate by exploring products within the ad, adding them to their cart, or seeking more information. Sellers should leverage these features to drive active customer engagement, fostering a deeper connection to their brand beyond mere exposure. 3. Integrate Video Ad Strategy and Measurement: Video ad campaigns are often planned in a fragmented manner. By utilizing Amazon Marketing Cloud (AMC), sellers can connect Streaming TV ad exposure signals to actual shopping behavior, providing a closed-loop view of how upper-funnel brand investments translate into downstream business performance. Sellers should balance brand-focused and performance-driven investments, planning all video formats integrally to clearly measure the ROI of their brand-building efforts.

Important Notes 💡 Amazon Marketing Cloud (AMC) may not be immediately available to all sellers. It's recommended to consult with your account manager or an Amazon Ads partner to confirm its applicability for your business.

Next Actions - Consider collaborating with an Amazon Ads partner (e.g., Dentsu) to develop and execute your Streaming TV ad strategy. - Explore ways to leverage Amazon Marketing Cloud (AMC) to measure the actual business performance of your brand-building investments.

📰 Source: https://advertising.amazon.com/library/expert-advice/dentsu-streaming-brand-reset