Case study
Serta Simmons Bedding discovered 62% of display impact happened beyond Amazon
Using Amazon's Omnichannel Metrics (OCM) measurement solution, Serta Simmons Bedding discovered that 62% of their display ad-driven sales occurred beyond Amazon—sales that previous measurement approaches hadn’t captured. OCM revealed that display advertising wasn’t just driving Amazon purchases; it was helping acquire new customers across Serta’s full retail channel footprint.
key insights
184%
YoY sales growth through strategic display investment and OCM measurement
62%
Beyond-Amazon sales revealed by OCM across Walmart, Sam's Club, Macy’s, and other retailers
2.2x
higher Omnichannel Total ROAS for the display campaign when beyond Amazon sales were factored in
Goals
Serta Simmons Bedding faced a challenge for Prime Day 2025: building awareness in a crowded mattress category while managing rising ad costs. Shoppers were hesitant, comparison-shopping aggressively, and direct-to-consumer (DTC) brands were undercutting with steep discounts.
To address this, Serta launched a new full-funnel media strategy for Prime Day, expanding beyond their prior lower-funnel focus to include streaming TV and increased display investment. Their objectives were to:
- Build awareness that Serta is available on Amazon
- Reach new audiences and grow market share
- Drive sales on Amazon and across omnichannel retail partners
- Understand true advertising impact across all retail channels
The key challenge: measuring campaign effectiveness across the entire customer journey, not just on Amazon. Serta needed visibility into how their campaigns drove sales regardless of where purchases occurred.
Approach
Serta partnered with Amazon to implement an Omnichannel Metrics (OCM) study for their display campaign running June 27–August 31, 2025. The timing was strategic: Prime Day provided maximum reach and engagement, while the extended measurement window captured both immediate Prime Day impact and sustained brand-building effects through summer sales periods.
To support this full-funnel strategy, Serta increased display ad spend by 192% year-over-year—a significant investment that reflected their confidence in OCM's ability to measure true ROI across all retail channels.
Matt Preece, Vice President, Serta Simmons BeddingSerta achieved record sales growth and omnichannel ROAS. OCM proved that display advertising drove incremental sales across the entire retail footprint—not just on Amazon
Results
OCM revealed significant cross-channel insights for Serta's display campaigns. The measurement showed a 184% increase in omnichannel ad-attributed sales from the previous period.1 Most striking was the sales distribution: only 38% occurred on Amazon, while 62% happened beyond Amazon. This omnichannel view delivered a 2.2x higher Total ROAS for the Display campaign compared to Amazon-only measurement.2
In 2024, Serta's display campaigns achieved an 81.4% new-to-brand purchase rate on Amazon—a powerful metric that only told part of the story.3 Previous measurement approaches could only track new customer acquisition on Amazon. OCM revealed that display was driving similar new customer acquisition across all retail channels, fundamentally changing how Serta evaluates the campaign's value. The insight showed display wasn't just acquiring customers on Amazon; it was building Serta's customer base across their entire retail ecosystem.
This omnichannel perspective justified Serta's strategy. Despite increasing display spend by 192% year-over-year, the brand maintained strong ROAS efficiency, demonstrating that increased investment drove proportional sales growth.4 The campaign reached 24 million impressions and 4.9 million unique consumers, building significant awareness during the critical Prime Day period and throughout summer.5
Sources
1–5 Serta Simmons Bedding-provided data, U.S., June 2024–Aug 2025.