Amazon Ads success story · Supplement brand

How a supplement brand doubled searches for its name with streaming TV ads on Amazon.

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Physician’s Choice tested self-service streaming TV ads on Prime Video and Twitch with no minimum spend. Using the same kind of customer-made video that already worked in its other Amazon ads, it cut the cost of each branded search by 90% and doubled searches for its name.

Business: Physician’s Choice
Market: United States
Goal: More awareness and new customers, on and off Amazon

Supplement capsules spilled beside a small amber bottle and a wooden lid on a pink surface

The results.

Compared with the brand’s other streaming TV campaigns. Branded searches doubled between December 2023 and May 2024.

90%lower cost per branded search than its other streaming TV ads
2Xoverall searches for the brand
30%more new-to-brand customers

United States, December 2023 to June 2024, as stated by Amazon Ads.

The challenge.

Physician’s Choice has sold probiotics and other supplements on Amazon since 2018 and has several best sellers. To keep growing, it needed more people to know the name and to choose it over the many look-alike bottles in its category, both on Amazon and elsewhere.

The brand measured its health by one number above all: how many people searched for it by name.

What they did.

Streaming TV ads (self-service) · Customer-made video

Tried TV without a TV budget: In December 2023 the brand began testing self-service streaming TV ads, which run on Prime Video, Twitch and other streaming apps with no minimum spend, fees or upfront commitment.
Tested and learned: Creative, visuals and audiences were tested in rounds, keeping what worked and dropping what did not.
Used what already worked: In its Sponsored Brands video ads, customer-made video had earned twice the click-through rate of other creative. The brand used the same style on TV, and those campaigns cost a third as much per click as its other streaming TV ads.
Focused on a best seller: The most successful campaign promoted its 60 Billion probiotic, a product already proven with Amazon shoppers.

Why it worked.

Our read on the decisions behind the numbers, and what any business can take from them.

TV is no longer only for big brands: Self-service streaming ads with no minimum let a brand test TV like any other campaign, with a budget it can afford to learn on.
Real customers are convincing: Customer-made video feels like a recommendation, not an ad. It had already won on Amazon, so it was a low-risk choice for TV.
Measured by searches, not views: TV is judged on what it causes. Twice the branded searches is proof the ads changed what people did next.
Close to the purchase: People who see a streaming ad on Amazon can find the product on Amazon in seconds, so awareness turns into sales quickly.

How we would run this play for your business.

You do not need a national budget to use the same ideas. This is how Overtop Media Digital Marketing puts them to work in our amazon ads management.

Test TV on a small budget: We start streaming TV with a test budget and clear goals, and grow it only if branded searches and new customers rise.
Bring your best creative: We find the video already winning in your other ads, on Amazon, Meta or YouTube, and adapt it for the TV screen.
Measure what TV causes: Branded searches, new-to-brand customers and sales are tracked before, during and after every flight.
Connect TV to search: When TV makes people search for you, you must win those searches. Our Google Ads team makes sure you do.