75% of new-to-brand consumers are influenced by OTT advertising

February 16, 2022
Press Contacts
Wendy Bairos
Amanda Benfell

Perpetua & WARC Release Industry First Amazon Marketing Cloud Benchmark Report The report provides an analysis of measurement and attribution across the entire shopper journey with Amazon Marketing Cloud to help advertisers understand the full marketing funnel impact.

Toronto, London (Wednesday, February 9, 2022) — Perpetua, a global leader in eCommerce advertising and intelligence software, along with WARC, the global marketing intelligence company, today released the first of its kind benchmark report analyzing the impact of brand building ads across the entire shopper journey with Amazon Marketing Cloud (AMC). Diving into AMC’s powerful dataset to learn the impact of awareness campaigns and their connection to conversions and sales, the Perpetua and WARC benchmark report uncovers key trends and attribution metrics across multiple advertising platforms and ad units including Amazon Sponsored Ads and Amazon DSP.

Adam Epstein, Co-President, Perpetua, said: “AMC data provides the insights on how to balance brand investment with the growing need to invest in ‘performance’ channels promising instant impact. Incorporating both brand building and performance elements in a campaign often increases the overall return on ad spend compared with spending on performance channels alone.”

David Tiltman, SVP Content at WARC, said: “In our 2021 white paper, ‘Rethinking Brand for the Rise of Digital Commerce’, we took a first step in reframing brand building as the creation of future demand. As Amazon continues to introduce new ad formats that create demand for brands and their products in support of full funnel marketing strategies advertisers will want to understand the true impact and outcomes for their awareness campaigns.”

The Perpetua and WARC AMC benchmark report gives a first look at how over-the-top video can influence new-to-brand customers, impression and conversions by hour for different ad types and purchasing period trends. The report reveals that consumers who purchase after viewing an OTT advertisement are more likely to be a new-to-brand (75% of users) than those who did not get exposed to an OTT advertisement (60% of users).

Brand building in an age of highly attributable performance marketing, requires new and unique datasets. As AMC grows, there is scope to analyze more brands and more types of interaction. So far, however, the findings reinforce the case for a balanced approach for marketers between building brands and converting existing demand.    


Perpetua is building the growth infrastructure for eCommerce which includes optimization and reporting technology for the world's smartest eCommerce businesses. Through the platform, advertisers create goals based on strategy and leverage Perpetua's best in class experts and automation to execute tactically. Integrations with Amazon, Instacart and Google ensure brands achieve optimal reach and engagement across the full shopper journey, and provide unified performance intelligence for maximum visibility. Perpetua is an Ascential company and has offices in San Francisco, Toronto, London and Tokyo. To learn more, visit perpetua.io

WARC is an Ascential company, the path-to-purchase business that combines intelligence, data and insights to drive growth in the digital economy. We do this by delivering an integrated set of business-critical products in the key areas of product design, marketing and sales. For over 30 years WARC has been powering the marketing segment by providing rigorous and unbiased evidence, expertise and guidance to make marketers more effective. WARC services include 18,000+ case studies, 90,000+ best practice guides, research papers, special reports and advertising trend data, webinars, awards, events and advisory services; has 1,200+ client companies, 21,500+ active users in 100+ countries; collaborates with 50+ industry partners; has offices in the UK, US, China and Singapore.