Success metrics differ significantly from traditional Amazon advertising. While sponsored products drive immediate sales attribution, streaming TV campaigns often influence purchase decisions over longer periods. Brands need to adjust their measurement approaches, looking at metrics like brand lift, consideration rates, and multi-touch attribution through Amazon Marketing Cloud. This may be “new math” for lots of organizations.

For businesses ready to explore streaming TV, integration with existing Amazon advertising requires strategic planning. Rather than viewing it as a replacement for sponsored ads, successful advertisers treat streaming TV as a complementary channel that builds awareness and consideration at the top of the funnel. This creates opportunities for sponsored products to convert interested customers during their subsequent shopping sessions.

The key lies in maintaining balanced investment across channels while leveraging Amazon’s cross-channel measurement capabilities to understand how different ad formats work together to drive business outcomes, all with the right agency partners. As streaming continues to grow, early adopters who master this integrated approach will gain valuable experience in an increasingly important advertising channel.