Boost Conversions by 74% with Display Remarketing for CTV Ad Viewers

Key Takeaways 1. Seamless Integration: Connected TV (CTV) ad viewers were successfully retargeted with display ads, driving significant conversions. 2. Proven Results: This strategy led to a 74% increase in conversion rate and a 14% rise in Return on Ad Spend (ROAS), demonstrating substantial improvements in lower-funnel performance. 3. Unified Funnel Approach: The key is to treat CTV and display as interconnected parts of a single, integrated marketing funnel.

Dive Deeper According to the official Amazon Ads blog, coffee brand 'Cambio Roasters' achieved remarkable success by implementing a strategy that converted Connected TV (CTV) ad viewers into display ad remarketing audiences using Amazon DSP (Demand-Side Platform). By retargeting CTV ad viewers exposed on streaming services like Prime Video, Cambio Roasters effectively built a customer journey that led directly to purchases. This campaign saw an 85% increase in remarketing sales, a 74% boost in conversion rate, a 14% rise in Return on Ad Spend (ROAS), and a 20% reduction in cost per conversion. These results clearly demonstrate that CTV advertising can go beyond mere brand awareness to significantly drive direct sales and conversions.

Practical Tips for Korean Sellers This case study highlights the importance of organically connecting upper-funnel and lower-funnel advertising. While it may be challenging for Korean sellers to run CTV ads directly through the Amazon Ads console, you can consider a strategy of running streaming TV ads via Amazon DSP followed by display remarketing.

1. Audience Building: Target audiences interested in specific products within your Amazon DSP CTV campaigns. Collect and analyze CTV viewer data using Amazon Marketing Cloud (AMC) to create custom audiences specifically for remarketing. 2. Integrate Display Remarketing: In 'Campaign Manager' 'Create Campaign' 'Sponsored Display' ads, select the 'Custom Audiences' built from Amazon DSP/AMC under the 'Audiences' tab. This allows you to show display ads exclusively to your CTV viewers. 3. Performance Measurement: Analyze ROAS, conversion rate, and cost per conversion in the 'Sponsored Display Reports' within the 'Reports' section of 'Campaign Manager' to optimize efficiency. Since CTV exposure can positively impact non-CTV campaigns, it's crucial to monitor your entire portfolio's performance holistically.

Important Considerations 💡 This case study primarily showcases the use of advanced advertising solutions like Amazon DSP and Amazon Marketing Cloud (AMC) in the US market. Korean sellers may face limitations in the features directly available through the Amazon Ads console. Amazon DSP and AMC are typically utilized by large brands or specialized agencies. Therefore, implementing such a strategy may require collaboration with an Amazon Ads partner or consultation with an Amazon Ads representative.

📰 Source: Amazon Ads, Skai and Grain Group help Cambio Roasters grow sales