This year, we saw performance impacted by a few variables never before experienced.
Increase in monthly
branded search volume
Increase in brand awareness
among customers exposed to STV ad
with a QR code
Increase in detail page view rate
of customers exposed to STV ad vs
campaign average
This year, we saw performance impacted by a few variables never before experienced.
Firstly, we saw the COVID e-commerce spike trend down a bit, which was indicated by consumers falling back to in-store shopping on Black Friday at a higher rate. As a result, Sunday and Cyber Monday performed the best of the 5-day main event, which runs from Thanksgiving Thursday to Cyber Monday. Black Friday still saw a lift but not as profound as the last couple of years.
Secondly, Amazon ran 2 Prime Day events in the same year for the 1st time ever, with the 2nd event, “Prime Early Access Sale” (dubbed Fall Prime Day), occurring in October only about 5-6 weeks before Black Friday/Cyber Monday promotions began. Because of this, consumers got a head start on their holiday shopping earlier than ever.
Third, there was a mass Amazon Advertising Console technical glitch, resulting in underspending on Black Friday.
Nevertheless, VENDO was able to deliver on wins for its brand partners as detailed below.
An oral care brand wanted to increase awareness and influence customer consideration for their teeth whitening product among relevant audiences.
VENDO executed a holistic strategy with Amazon Ads using Streaming TV ads at the top of the funnel supported by display ads across the web and on Amazon’s homepage.
Searches for the brand on Amazon increased +77% from the time they started running Streaming TV ads. Additionally, an Amazon Brand Lift Study revealed +13% greater awareness among customers exposed to an STV ad (+19% when the ad included a QR code to learn more) and +5% higher intent to purchase. Finally, an Amazon Marketing Cloud analysis confirmed the 0.78% detail page view rate among customers exposed to the STV ads was +39% higher than the benchmark of the remainder of the campaign at 0.56%.