Introduction: Why Full-Funnel CTV Matters

For years, television advertising was considered a top-of-funnel play. Brands used it to build awareness and trust—but struggled to measure whether those ads drove actual conversions.

Connected TV (CTV) has changed everything. With platforms like Amazon DSP, advertisers can now deliver full-funnel campaigns that combine the storytelling power of TV with the precision, targeting, and measurability of digital marketing.

The result: CTV is no longer just an awareness channel—it’s a performance driver that can guide customers from first impression to final purchase.

The Funnel Framework for CTV Advertising

A full-funnel strategy means reaching the right audience at every stage:

1. Awareness: Build recognition and trust with new audiences.
2. Consideration: Re-engage interested viewers with more tailored messaging.
3. Conversion: Drive sales, leads, or other measurable outcomes.
4. Loyalty & Retention: Keep customers engaged and coming back.

Let’s break down how to execute each stage with Amazon DSP’s Connected TV capabilities.

Stage 1: Awareness – Building Reach at Scale

Awareness is about introducing your brand to new audiences in premium, high-impact environments. CTV is perfect for this because viewers are actively engaged with long-form content.

Tactics on Amazon DSP:

• Curated inventory across Fire TV, Freevee, Twitch, and third-party apps.
• Audience targeting with Amazon retail data: Reach households based on shopping habits, interests, and browsing behavior.
• High-quality video formats: 15s, 30s, or 60s ads in brand-safe, prime-time content.

Why It Works:

Instead of generic TV spots, your awareness campaigns are shown to audiences most likely to be in-market for your product—reducing wasted impressions and increasing relevance.

Stage 2: Consideration – Nurturing Warm Audiences

Once awareness is built, the goal is to move audiences into the consideration stage. Here, retargeting and sequential messaging shine.

Tactics on Amazon DSP:

• Retargeting CTV viewers who saw your awareness ads with mid-funnel creatives.
• Cross-device targeting: Deliver follow-up ads on mobile, desktop, and Fire Tablets after a CTV exposure.
• Dynamic creative optimization: Show personalized messages based on browsing or purchase behavior.

Why It Works:

You can tell a progressive brand story. For example:

• First ad: Introduce your new product line.
• Second ad: Highlight customer reviews or benefits.
• Third ad: Offer a limited-time deal to push purchase intent.

Stage 3: Conversion – Driving Measurable Outcomes

This is where CTV separates itself from traditional TV. With Amazon’s closed-loop attribution, you can connect ad exposure directly to sales outcomes.

Tactics on Amazon DSP:

• Shoppable formats: QR codes and interactive ads that shorten the path to purchase.
• Retail remarketing: Target users who viewed your product detail page but didn’t purchase.
• In-market segments: Reach people who are actively searching for products in your category.
• Conversion attribution: See how impressions drive product detail views, add-to-carts, and purchases.

Why It Works:

Instead of hoping awareness leads to sales, you track exactly how many conversions came from your CTV campaign—and what the cost per outcome was.

Stage 4: Loyalty & Retention – Closing the Loop

The funnel doesn’t end at the conversion. Loyal customers are more profitable, and CTV can help nurture those relationships.

Tactics on Amazon DSP:

• CRM audience uploads: Retarget existing customers with new product launches.
• Subscription reminders: Perfect for CPG, streaming, or service-based brands.
• Cross-sell campaigns: Promote complementary products based on past purchases.

Why It Works:

CTV keeps your brand top-of-mind with customers who already trust you, driving repeat purchases and lifetime value.

The Role of Measurement in Full-Funnel CTV

Amazon DSP provides Amazon Marketing Cloud (AMC) and other advanced measurement tools to analyze:

• Incremental reach: How much additional audience you captured versus linear TV.
• Cross-channel attribution: Which mix of CTV, display, and search drove conversions.
• Outcome-based reporting: From ad exposure to actual purchases.

This level of visibility makes CTV a performance channel, not just a branding channel.

Best Practices for Building a Full-Funnel Strategy with Amazon DSP

1. Define KPIs by stage – Awareness = reach, Consideration = engagement, Conversion = sales, Loyalty = repeat rate.
2. Leverage Amazon’s retail data – It’s the biggest differentiator between Amazon DSP and other platforms.
3. Test creative sequencing – Build stories across multiple ad exposures.
4. Use direct publisher deals – Secure premium placements at competitive rates.
5. Integrate with AMC – Unlock deeper insights for optimization.

Conclusion: Why Amazon DSP Leads the Way

Traditional TV was never built for the funnel. It could generate awareness, but it left everything else to chance.

With Connected TV on Amazon DSP, advertisers finally have a platform that supports every stage of the funnel—from mass reach to measurable sales—all powered by first-party retail data and closed-loop attribution.

For brands serious about ROI, the path is clear: CTV + Amazon DSP is the new full-funnel solution.

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