Challenge
MindShare’s CPG client sought further evolution of their successful Amazon streaming video approach, led by WPP Media. The CPG client was eager to grow incrementality and test shoppable creative with their largest e-retailer.
Solution:
WPP Media worked with Amazon to enter a brand-new, self-service beta program to test the Fire TV Feature Rotator. The placement is both shoppable and exclusive to Fire TV devices, therefore, the Feature Rotator was a perfect fit for the client’s interests. The team recommended a two-month flight to generate additional awareness in a key drive period.
Results:
With strategic targeting in place, the Feature Rotator test drove 89% incremental reach and 3x higher click through rate (CTR) compared to existing video campaigns. In addition to reach and engagement, the client’s third-party measurement partner evaluated the Feature Rotator’s return on investment (ROI) at $2.80 – 82% higher than the brands average digital video ROI in 2024.
Key campaign statistics
82%
Increase in ROI
11%
Overlap with STV/Prime video
0.11%
CTR, landing on a shoppable Amazon page