Video creative made with Streaming TV Studio overlay
Standard Streaming TV video creative
To understand the impact of including a Streaming TV Studio overlay on video creative, we compared them to standard video creative in subverticals including Lawn and Garden, Home Appliances, Consumer Electronics, and Gaming. For every single test, the presence of a Streaming TV Studio overlay resulted in a lift in DPVR, and additionally, 80% of the tested campaigns had a positive Brand Search lift.1 There was one test that saw a decrease in branded search, but the brand included a retail-focused “Add to Cart” CTA, which may have prompted customers to use their voice rather than search on Amazon, resulting in lower brand search and an increase in DPVR.
Results from both the ad tests showed an increase in DPVR and purchase rate when lifestyle video creatives were used.2 Hardlines brands looking to increase branded search, DPVR, and purchase rate, should consider leveraging lifestyle-focused creative rather than product-focused creative when running Streaming TV ads.