VENDO’s Amazon STV Strategy Boosts Branded Searches +54%

Apr 22, 2025

Metrics

+33%

in DSP ROAS

54%

increase in branded searches through DSP

-50%

eCP Branded Search (cost-per-branded search)

$2>$3.50

Prime Day
ROAs Improvement YoY

17%

Increase
in Shipped Revenue YoY

#3

Organic Ranking on
‘Protein Powder’

6

Products Moved
to Page 1

Context

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.

Goal

A brand in the snack category recently started running Streaming TV ads (STV) using the Amazon DSP platform. With a robust display buildout already running, VENDO’s objective was to measure how STV could influence display performance from both a brand awareness and conversion perspective.

Tactics

Streaming TV was set up using broad audiences to maximize reach. Largely focused on top-of-funnel targeting, key KPI’s included branded searches, effective cost-per-brand search, and DPVR.

Optimization was informed by these awareness KPIs which allowed us to lean into audiences such as Amazon Fresh shoppers, back to school shoppers, and those who searched relevant non-branded terms on Amazon.

From an inventory perspective, premium placements like Prime Video, Hulu, and Disney were isolated into their own campaigns for more efficient spend. This approach lowered cost-per-branded search by 91% in the first month.

While STV expanded brand reach, display ads were used to retarget the STV audiences and move them further down the funnel. The expectation: stronger mid- and lower-funnel engagement and improved overall conversions while STV was running.

Results

The addition of Streaming TV had a clear and measurable impact on display performance. Overall DSP ROAS rose by 33% when comparing the two weeks prior to STV. At the same time, awareness metrics improved, with DPVR up 33% and branded searches rising 54%, while cost-per-branded search fell 50%, demonstrating more efficient audience engagement.

These results show that integrating STV into the media mix can simultaneously enhance awareness and improve performance, creating a meaningful boost across the entire funnel.