Full-Funnel Retail Media: Turning Premium Video into Commerce Performance

The Challenge

Move prospective laptop buyers from awareness to purchase in a fast-paced retail environment for Lenovo's new AI-powered laptops.

The Strategy

Connect Connected TV (CTV) streaming video ads with downstream Amazon retail signals to build an integrated full-funnel media journey.

Execution and Innovation

Used Prime Video and Netflix ads to generate initial interest, tracked engagement via Amazon Marketing Cloud, and retargeted interested viewers with mid-funnel display and closing retail media ads.

Results

CTV-inclusive buyer journeys delivered a +75% higher purchase rate, increased overall ROAS by 33% YoY, and hit 200% of the Amazon sell-out target.

Judges' Verdict

"A very strong, well-connected full-funnel strategy that effectively used AMC and behavioural signals to link premium streaming exposure with downstream commerce activity."