Guide
Discover how brands drive full-funnel growth and measure impact with HAQM Ads
See how HAQM Ads powers full-funnel strategies to help you reach your business goals.
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Put your brand in the spotlight alongside their favorite movies, TV shows, news, and live sports.
Sponsored Display is a display advertising solution designed for all businesses, whether they sell in the HAQM store or not.
How do marketers drive brand growth in today’s competitive landscape?
In today’s competitive advertising landscape, brands are looking for innovative ways to reach new audiences, engage shoppers, and create memorable experiences that keep customers coming back. A recent HAQM Ads meta-analysis of over 3,000 HAQM Brand Lift studies revealed one of the most striking findings yet: the power of combining HAQM DSP display with video ads.
This dual approach, which includes both Streaming TV and online video ad formats, results in a 2.2x higher brand awareness lift compared to using video ads alone.1 This effect is even more pronounced in the consumer goods sector, where brands have reported a 2.5x higher lift in brand awareness when combining display and video ads.2 The analysis also draws on insights from multiple campaigns across sectors, further highlighting the effectiveness of this multi-channel strategy.
Another example of video and display working together to produce positive results: HAQM insights from 2024 reveals Streaming TV campaigns observed a 102% increase in branded search when added to Prime Video campaigns,3 showing how leveraging different channels across the funnel can accelerate brand growth.
As today’s path to purchase is more of a winding road than a straight line, engaging your audiences at every stage of the journey, from awareness to purchase, is a must-have for any successful advertising campaign.
A full-funnel strategy can harness more benefits for your brand
The benefits of combining display and video ads comes from their ability to reinforce brand messages across various touchpoints for audiences. Display delivers consistent visual cues to shoppers, while video ads create immersive and engaging storytelling experiences—showing up in the right place, at the right time, for the right audience. By leveraging both ad formats together, companies can ensure that compelling messaging reaches audiences in diverse and complementary ways, enhancing recall and driving awareness along the path to purchase.
Taken a step further, advertisers can also consider how their video and display channels align to marketing funnel stages. For example, full-funnel advertising strategies already optimize multi-channel advertising efforts across the entire consumer journey, from awareness to consideration to purchase. They do this by balancing upper-funnel efforts (such as building brand awareness) and mid-funnel engagement (boosting consideration) with lower-funnel tactics focused on driving conversions. This creates a cohesive experience for shoppers that not only drives immediate results but also builds lasting brand impact. What’s more, full-funnel campaigns provide a fuller picture of your audiences, consumer trends, and behaviors, helping your brand measure and improve performance.
Full-funnel success stories with HAQM Ads
If your brand’s goals include attracting new shoppers and maintaining long-term consumer relationships, embracing full-funnel campaigns helps put you on the path to success. Here are just a few of the many customers who have reached their campaign goals across their objectives with HAQM Ads.
Case Study
To promote their OLED TVs, LG Italy adopted a multi-solution, full-funnel activation strategy on Twitch, Prime Video, and Fire TV. They integrated Twitch premium video activations with HAQM DSP display ads, driving 2.2 million impressions, and achieving a video completion rate of 84.8%, significantly surpassing benchmarks. The campaign also leveraged the UEFA Champions League (UCL) on Prime Video to reach sports-focused audiences, delivering 2.6 million impressions. Fire TV outperformed in every KPI, delivering 2.1 million impressions and reaching 655,000 unique users. This seamless combination helped them capture attention and increase brand awareness among their target audience.
Case Study
The iconic whiskey brand leveraged HAQM DSP to combine display ads with video formats for a holiday campaign. This approach allowed them to connect with customers throughout their journey from content to commerce, ultimately driving increased traffic to their product display page on HAQM in the UK and reinforcing their brand presence. Overall, the Streaming TV ads delivered a 98% completion rate, exceeding the HAQM Ads internal benchmark. The campaign also drove a strong return on investment across offline and online sales, with a 31% uplift vs. Circana benchmarks, while offline sales specifically saw an 81% uplift vs. Circana benchmarks.
Case Study
To launch their new product, “Cheetos Mac ‘n Cheese,” Cheetos leveraged the HAQM DSP for both static and video placements. At first, Cheetos did not have lifestyle imagery to support the creative idea—so HAQM Ads developed ready-to-use creative for various HAQM DSP placements, as well as templates that Cheetos would be able to use for a consistent look and feel across the campaign’s other channels. The campaign landing page on the Cheetos Store on HAQM featured “Cheetos Mac Hacks,” an initiative combining text and video encouraging consumers to create their own Cheetos-inspired recipes, which also extended to social media placements. This resulted in an 8.7% increase in ad awareness, a 5.3% lift in purchase intent, and a 6.3% lift in brand favorability, proving the effectiveness of combined full-funnel ad formats in driving consumer engagement.
Case Study
The skincare brand implemented a full-funnel marketing strategy using HAQM DSP to combine video and display ads for their campaign to boost Aveeno Baby sales on HAQM. The brand developed a 15-second in-stream video, engaging audiences on popular streaming websites and third-party sites, as well as a combination of static creatives and responsive digital ads across third-party apps to drive consideration. Consumers who saw both ad formats experienced an 8x increase in purchase rates compared to those exposed to a single ad format. Additionally, the campaign drove a 12% lift in brand favorability and a significant increase in new-to-brand customers.
Activate and measure the power of full-funnel
These success stories underscore the power of full-funnel advertising, powered by measurable performance results. With the right understanding of a campaign’s performance, marketers are able to deepen consumer insights, optimize advertising efforts, and create a more relevant advertising experience for their audiences. HAQM Ads offers comprehensive full-funnel measurement capabilities, enabling marketers to more effectively assess and optimize their campaigns across all stages of the consumer journey.
Embracing a full-funnel approach doesn’t have to be complicated. That’s why HAQM Ads makes it easy to start combining video and display marketing tactics, alongside measurement that matters to your brand growth success, all in the same seamless experience. By integrating display and video ads, brands gain access to:
- Unrivaled audiences: Access to thousands of leading broadcasters and publishers across video, audio, display sites, and apps globally.
- Diverse supply: Reach audiences wherever they are spending time across the largest pool of premium ad-supported content.
- AI technology: Maximize outcomes with AI-powered optimization tools that provide you with unique insights.
Sources:
1-2 HAQM internal, US, CA, UK, FR, DE, 2022–2024.
3 HAQM internal, US, Sep–Nov 2024.