Brand awareness and perception insights from Amazon's comprehensive Brand Lift meta-analysis

Amazon Ads has conducted a comprehensive meta-analysis of over 3,000 Amazon Brand Lift studies, revealing powerful insights into the effectiveness of various advertising strategies. This analysis, covering data from Q4 2022 to Q3 2024, provides advertisers with valuable information to optimize their campaigns and drive better results.

One of the most striking findings from our analysis is the synergy between Amazon DSP display ads and video ads, including both Streaming TV and online video ad formats. When combined, these formats drive a 2.2x higher brand awareness lift compared to using video ads alone.¹ This underscores the importance of a multi-channel approach in creating a lasting impression on consumers.

For instance, in the Consumer Goods sector, brands experienced a 2.5x higher lift when combining display and video ads compared to using video alone.² This demonstrates how different ad formats can work together to reinforce brand messages and drive awareness across various touchpoints in the customer journey.

Our analysis highlights the effectiveness of implementing both upper- and lower-funnel strategies. Brands that took this comprehensive approach saw 2x higher brand lifts compared to those focusing solely on lower-funnel tactics.³ This emphasizes the importance of nurturing brand awareness and consideration alongside direct response efforts.

Furthermore, we observed improvements across various brand metrics when combining display and video strategies:⁴

• Attitudes: 1.9x higher customer ratings or brand satisfaction
• Favorability: 3x more likely to have a favorable opinion of the brand
• Preference: 2.3x more likely to prefer the brand vs similar brands
• Purchase intent: 2.9x more likely to report intent to purchase the brand

These results demonstrate how a well-rounded advertising strategy can positively impact multiple aspects of brand perception and consumer behavior.

For new and emerging brands, Amazon DSP offers exceptional opportunities to help brands gain traction quickly. Our analysis revealed that these brands experienced 5.3x higher lifts in relative brand awareness compared to established brands.⁵ This suggests that lesser-known brands have significant potential to boost their visibility and recognition through strategic use of Amazon's advertising solutions.

Our analysis also revealed a powerful alliance between different video advertising formats. We examined two key combinations: Twitch Video with Prime Video ads, and Twitch Video with other Streaming TV ads.

Brands that leveraged both Twitch Video and Prime Video ads saw remarkable improvements in key brand metrics compared to using Prime Video ads alone:⁶

• Brand Awareness: 2.4x higher lift
• Brand Favorability: 3x higher
• Brand Preference: 4x higher
• Ad Recall: 1.6x higher

These findings highlight the complementary nature of these formats and the potential for amplified brand impact when used together.

The benefits of combining Twitch Video with other Streaming TV ads were particularly pronounced for certain segments:⁷

• Top recognized brands experienced a 1.3x higher lift in relative brand awareness when combining Twitch Video ads and Streaming TV ads.
• Entertainment advertisers saw a 1.6x higher lift in relative brand awareness with this combined strategy.

These insights underscore the importance of a diversified video advertising strategy that leverages the unique strengths of different formats.

Another key insight from our study is the importance of aligning ad content with specific channels. Brands that closely matched their content to the focus of particular streaming TV channels saw significantly higher brand awareness lifts:⁸

• Sports-related content in live events: 5x higher lift
• Gaming content on Twitch: 7.5x higher lift
• Entertainment content on Prime Video: 5.1x higher lift

These findings highlight the value of tailoring content to the unique contexts and audiences of different advertising channels.

As the advertising landscape continues to evolve, it's crucial for brands to measure and understand the impact of their campaigns accurately. Amazon Brand Lift studies provide a direct measurement of how ads influence key brand metrics, offering valuable insights for optimizing strategies and allocations.

By regularly conducting Amazon Brand Lift studies, advertisers can gain precise insights into how their campaigns are impacting customer awareness, perceptions, and purchase intent. This data-driven approach enables continuous refinement and improvement of advertising efforts.

To learn more about how you can leverage these insights in your advertising strategy, explore our Amazon DSP and Streaming TV ads solutions.