Leveraging Sponsored TV to Drive New-to-brand at an Efficient Cost
What We’re Celebrating:
Introducing Sponsored TV into a client’s upper-funnel video mix delivered strong results:
The ad type generated 194 incremental new-to-brand purchases.
If spend was equal across all upper-funnel video types, this would be 61% higher than Prime Video ads and 7% higher than OLV ads.
The client’s Sponsored TV CPM was 75% lower than their Prime Video ads CPM.
Overview:
GO is partnered with a forward-thinking client that is always eager to explore new Amazon opportunities and betas. Like GO, they prioritize early adoption to stay ahead of the competition. Already investing in Prime Video ads and Online Video (OLV), they sought an additional video ad unit to enhance their upper funnel reach in a cost-effective manner.
This pursuit of innovation and efficiency led GO to introduce the client to Sponsored TV—a self-service Streaming TV solution featuring non-skippable, interactive ads with “Add to Cart” buttons or QR codes. With no spend minimum, these ads run across Amazon properties like Freevee and Twitch. This strategy helped the brand reach new shoppers at an efficient cost.
The Challenge:
The brand needed support to discover a new video ad unit that efficiently connects with more new-to-brand shoppers.
Our agency’s goal was to empower our client to lean into their innovative nature and continue to adopt new strategies that maximize brand awareness and reach.
The Strategy:
To help the client reach more new customers, we launched their first Sponsored TV campaign. With the brand having a limited monthly budget for additional ad types, Sponsored TV was an ideal solution due to its no-minimum-spend requirement and lower CPMs compared to other upper-funnel video options.
We repurposed existing OLV and Prime Video ad content, only needing to adjust the aspect ratio to meet Sponsored TV specifications. Additionally, we leveraged Sponsored TV’s audience targeting capabilities, focusing on consumers shopping in adjacent aisles to our client’s category.
The Results:
During the first three months of the Sponsored TV campaign, we:
Drove 194 incremental new-to-brand purchases.
Equal spend across Sponsored TV, OLV, and Prime Video ads would have resulted in Sponsored TV driving 61% more new-to-brand purchases than Prime Video ads and 7% more than OLV ads, illustrating its efficiency in bringing in new customers.
Saw Sponsored TV’s CPM be 75% lower than Prime Video ads’, reinforcing its cost-effective nature.
Need support launching a Sponsored TV campaign?
Whether you’re new to upper-funnel video or have dabbled in these types of solutions before, our GO team has the strategic experience to make your Sponsored TV campaign a success. Want to see how we’d tailor this ad type to elevate your brand? Let’s connect!