How a Category-Leading Apparel Brand Proved Streaming TV Drives NTB Growth

This well-established apparel brand sells everyday essentials such as underwear and base-layer basics. The brand manages a large Amazon catalog generating seven-figure monthly sales and holds category leadership in core apparel basics.

Known for comfort-focused innovation—including cooling fabrics and seamless construction—the brand sought to expand awareness among younger shoppers aged 18–44 while increasing new-to-brand acquisition and sustaining long-term shopper value.

The Challenge

The brand’s primary challenge was validating the business impact of upper-funnel media—specifically Streaming TV (STV)—beyond impressions.

While the objective was to expand brand awareness among younger audiences, the team lacked visibility into whether STV was meaningfully influencing shopping journeys, increasing consideration behaviors, or contributing to downstream performance across commerce channels.

Traditional last-click Return on Ad Spend (ROAS) measurement made it difficult to understand how upper-funnel exposure affected branded search demand, lower-funnel efficiency, repeat purchase behavior, and overall shopper value.

The brand needed to determine whether STV was simply generating reach—or actively initiating shopping journeys and reshaping conversion behavior.

Why Quartile

The brand required more than campaign execution. It needed a full-funnel measurement framework.

Quartile designed a strategy anchored in Amazon Demand Side Platform (DSP) and powered by Amazon Marketing Cloud (AMC) path-to-conversion reporting. This allowed the team to evaluate Streaming TV (STV) as the start of the shopping journey rather than the final interaction.

By integrating upper-funnel media with Sponsored Products (SP), Sponsored Brands (SB), and Sponsored Display (SD), Quartile ensured incremental demand created by video exposure was effectively captured downstream.

Success would be measured through behavioral lift, journey entry points, new-to-brand growth, and repeat purchase patterns—not just last-touch ROAS.

The Solution

Quartile implemented a sustained full-funnel Amazon Demand Side Platform (DSP) strategy anchored in Streaming TV (STV) and online video.

Streaming TV ran across two major flights (March–July and September–December), expanding reach and frequency in the second half of the year. Creative highlighted comfort-driven product benefits and everyday use cases designed to resonate with shoppers aged 18–44.

DSP functioned as the primary upper-funnel driver. Sponsored Products (SP), Sponsored Brands (SB), and Sponsored Display (SD) were strategically positioned to capture demand generated by video exposure.

Amazon Marketing Cloud (AMC) was used to analyze:

• First-touch influence

• Position of STV within the path to conversion

• Add-to-cart and wishlist behaviors

• Multiple product detail page engagement

• Repeat purchase activity

• Path-length complexity

Branded search coverage was intentionally strengthened to absorb increases in branded demand driven by Streaming TV exposure.

The program ran across most of the year, enabling iterative optimization between flights and deeper integration between upper- and lower-funnel media.

Results & Impact

The full-funnel strategy confirmed that Streaming TV (STV) was not just generating impressions—it was starting shopping journeys and influencing purchase behavior.

Streaming TV Introduced New Shoppers

When looking specifically at customer journeys that included Streaming TV:

• In 58% of those journeys, the first interaction with the brand was a Streaming TV ad

• In 82% of those journeys, Streaming TV appeared within the first two interactions

• More than 2.6 million unique shoppers were reached

This shows that Streaming TV frequently acted as the entry point—introducing shoppers to the brand before they engaged with search or lower-funnel ads.

Streaming TV Increased Consideration

Shoppers who were exposed to Streaming TV demonstrated stronger buying signals compared to those who were not exposed:

• 26% higher add-to-cart rate

• 81% higher wishlist rate

• 13% increase in viewing multiple product detail pages

• 34% increase in making multiple purchases

Streaming TV did not just create awareness—it increased active shopping behavior.

In addition, the campaign generated more than 35,000 incremental branded searches, indicating that shoppers were actively seeking the brand after seeing video ads.

Full-Funnel Coordination Amplified Results

When Amazon Demand Side Platform (DSP) campaigns were combined with Sponsored Products (SP), Sponsored Brands (SB), and Sponsored Display (SD):

• Purchase rate increased by 8%

• Repeat purchase rate increased by 11%

• Add-to-cart rate increased by 43%

• Multiple product detail page views increased by 123%

This confirms that upper-funnel demand creation performed best when paired with strong lower-funnel capture.

Conversion Paths Became Longer and More Influenced

After launching the full-funnel strategy:

• Four-touch journeys increased from 20% to 39% of total sales

• Single-touch journeys declined

This indicates that more shoppers were influenced earlier and engaged across multiple interactions before purchasing. Rather than converting immediately, customers followed longer, more deliberate paths shaped by upper-funnel exposure.

Product-Line Impact

Across priority product lines supported by Streaming TV:

• One core line improved conversion rate by 8% year over year

• A featured innovation line experienced breakout growth, with sessions increasing more than 1000% year over year and page views increasing more than 1200%

This demonstrates that Streaming TV contributed not only to brand awareness but also to measurable category expansion and product-line growth.

Ongoing Value & Future State

This program demonstrates how sustained upper-funnel investment reshapes performance, not just volume.

As Streaming TV scaled, conversion paths lengthened, branded search activity increased, and more shoppers entered the funnel earlier. Lower-funnel media evolved accordingly to protect efficiency and capture incremental demand.

With a validated full-funnel framework in place, the brand can confidently scale Amazon Demand Side Platform (DSP) investment while maintaining visibility into new-to-brand growth, repeat purchase behavior, and long-term shopper value.