How AMC Audiences converted OLV reach into New-to-Brand purchases at 80.7%
AMC audience design and measurement turned video reach into efficient, trackable NTB orders.
5.7 M
Incremental Reach
$0.010
Cost Per Reach
80.66%
NTB Rate
We led with Amazon Marketing Cloud (AMC) audiences—building custom segments from retail signals (detail-page views, add-to-carts, purchasers) and prospecting lookalikes—then activated them with OLV creative. AMC’s query-level reporting tied exposures to new-to-brand (NTB) outcomes and guided frequency/placement for efficient scale. With audiences refined and waste cut, video reach translated into measurable NTB orders and stronger downstream search and detail-page engagement.
The Challenge
A fast‑growing eco‑friendly household‑detergent brand built on plastic‑free, refillable products, sought to extend its Amazon reach among sustainability‑minded shoppers. The client wanted to use Amazon On‑Line Video (OLV) to build awareness and grow new to brand customers—and to verify, with data, how video impressions contributed to efficient, incremental growth.
- Upper‑funnel ROI unknown. OLV’s conversion impact wasn’t visible in last‑touch reports.
- Need to grow New‑to‑Brand (NTB). Winning first purchases from sustainability‑oriented shoppers was essential to category share.
- Limited path‑to‑purchase visibility. Assistive channels like video were undervalued without multi‑touch evidence.
Strategic Approach
Oceanwing designed a controlled OLV test and measured every touch using Amazon Marketing Cloud (AMC):
- Engage high‑intent, brand‑unaware audiences via OLV. We built custom audience packs using eco‑keyword signals and category engagement, then launched OLV to expand the upper‑funnel pool.
- Map conversion paths in AMC to validate OLV’s role. We compared journeys with vs. without OLV exposure across DPVR, CPDPV, cost‑per‑reach, and NTB purchase rate, and analyzed first‑touch vs. mid‑journey positions for OLV.
- Extend attribution windows to capture long‑tail value. We ran 14‑ and 35‑day lookbacks so delayed purchases weren’t missed by default reporting.
Results
NTB rate: 80.7% NTB from AMC-powered OLV activation.
Incrementality: lift verified via AMC; higher NTB vs. non-AMC audiences, reaching 5.7 million during the campaign at $0.010 cost per reach, significantly below non‑OLV costs.
Efficiency: lower cost per exposed/engaged NTB vs. broad video buys.
Downstream impact: improved search and PDP engagement in-flight.
Conversion path attribution: Paths including OLV produced a much higher new to brand (NTB) mix than paths without OLV. When OLV was the first touchpoint
Journeys with no OLV showed a significantly lower NTB rate of 54.07%—evidence that video is a critical touch for new‑customer acquisition.
Longer Attribution Windows. OLV’s value increased over time. With a 35‑day lookback, NTB‑CAC decreased by 76% versus baseline and continued to trend down. At 14 days, NTB‑CAC fell below the NTB‑ACV (average order value of NTB purchasers), indicating positive unit economics and strong long‑tail ROI.
Key Insights
- AMC precision proves OLV value. Full‑funnel pathing quantified OLV’s contribution beyond last‑click sales.
- First‑touch momentum matters. Early video exposure increased the probability of converting new customers.
- Measure the long tail, or you’ll miss the ROI. Extended windows surfaced delayed purchases and improved unit economics.
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Advertising Continuity & Restructuring
- Identified untapped demand: Leveraged data analytics to uncover high-potential niches within the declining category, such as “immune support for active lifestyles.”
- Benchmarked competitors: Analyzed rivals’ gaps in keyword targeting and content to carve out competitive advantages.
Budget Reallocation & Day-Parting
- Identified untapped demand: Leveraged data analytics to uncover high-potential niches within the declining category, such as “immune support for active lifestyles.”
- Benchmarked competitors: Analyzed rivals’ gaps in keyword targeting and content to carve out competitive advantages.
Budget Reallocation & Day-Parting
- Identified untapped demand: Leveraged data analytics to uncover high-potential niches within the declining category, such as “immune support for active lifestyles.”
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