Amazon's brand lift study reveals impact of combined video and display formats

The results of a comprehensive meta-analysis of advertising effectiveness, released in December by Amazon Ads, has uncovered significant patterns in consumer response across multiple advertising formats. The study, which analyzed over 3,000 brand lift measurements between Q4 2022 and Q3 2024, provides detailed insights into the performance metrics of various advertising strategies.

According to the analysis, the combination of Amazon DSP display advertisements with video content, including Streaming TV formats, demonstrated a 2.2x increase in brand awareness compared to standalone video advertising campaigns. The consumer goods sector exhibited particularly strong results, with brands experiencing a 2.5x higher lift when implementing this combined approach.

The data revealed substantial differences between established and emerging brands. Lesser-known companies achieved notably higher recognition rates, with the analysis indicating a 5.3x stronger lift in relative brand awareness compared to established market players. This differential suggests significant growth opportunities for new market entrants.

In the streaming segment, the research documented specific performance metrics when combining different video formats. Brands utilizing both Twitch Video and Prime Video advertisements recorded a 2.4x higher lift in brand awareness, accompanied by a threefold increase in brand favorability. The study also noted a fourfold improvement in brand preference and a 1.6x enhancement in advertisement recall rates.

The analysis highlighted the importance of channel-specific content alignment. Sports-related content deployed during live events generated a fivefold increase in brand awareness. Gaming content broadcast on Twitch demonstrated even stronger results, achieving a 7.5x higher lift. Entertainment content distributed through Prime Video showed a 5.1x improvement in awareness metrics.

The research documented significant improvements across multiple brand metrics when organizations implemented both display and video strategies. Customer ratings and brand satisfaction measures showed a 1.9x improvement. Brand favorability metrics indicated consumers were three times more likely to form positive opinions. Brand preference measurements revealed a 2.3x higher likelihood of selection compared to similar offerings. Purchase intent data showed consumers were 2.9x more likely to consider buying from brands using this combined approach.

In the streaming television segment, the combination of Twitch Video with other streaming advertisements showed varying results across different brand categories. Recognized brands experienced a 1.3x higher lift in relative brand awareness. Entertainment sector advertisers achieved a 1.6x improvement when implementing this combined strategy.

The data demonstrated that brands implementing both upper- and lower-funnel strategies achieved twice the brand lift compared to those focusing exclusively on lower-funnel tactics. This finding emphasizes the measurable impact of comprehensive marketing approaches that address multiple stages of consumer engagement.

The entertainment sector showed particularly strong responses to coordinated advertising strategies. When combining Twitch Video with Prime Video advertisements, entertainment brands recorded enhanced performance across multiple metrics, including brand awareness, favorability, and preference indicators.

Channel-specific content optimization emerged as a crucial factor in advertising effectiveness. The analysis revealed that advertisements aligned with channel themes and audience expectations consistently outperformed generic content. This pattern held true across sports, gaming, and entertainment channels, with each showing distinct performance improvements when content matched channel context.

The research methodology encompassed multiple geographic markets, including the United States, Canada, United Kingdom, France, and Germany, providing insights into international advertising effectiveness patterns. The study period, spanning from Q4 2022 through Q3 2024, captured both seasonal variations and longer-term trends in consumer response to advertising strategies.

The findings suggest that advertising effectiveness correlates strongly with format diversity and channel-specific optimization. The data indicates that strategic combinations of different advertising formats consistently outperform single-format approaches across multiple measurement criteria.

This meta-analysis represents one of the largest studies of its kind, analyzing consumer response patterns across multiple advertising formats and channels. The research provides quantitative evidence of the relationship between advertising strategy complexity and brand metric improvements.