Why eCommerce Brands Are Betting Big on Contextual Ads in CTV
We’re in the middle of a streaming revolution—but what’s less obvious is that we’re also witnessing a shopping revolution. As Connected TV (CTV) becomes more data-rich and interactive, brands are using it to serve not just ads, but contextually relevant shopping experiences.
This new intersection of entertainment and commerce is known as contextual commerce, and it’s quietly transforming how eCommerce brands reach and convert their audiences.
What Is Contextual Commerce? Contextual commerce uses real-time content signals—what a person is watching, the type of content, and even time of day—to dynamically place ads that feel relevant and timely.
Why Video Is the Highest-Converting Format in Amazon DSP
If you're only using Amazon DSP for static display ads, you're leaving serious performance on the table. Video has emerged as the highest-converting format across DSP campaigns—not just for brand awareness, but for retargeting and conversion too.
Where DSP Video Ads Appear Amazon DSP supports several types of video placements:
Online Video (OLV): In-stream and out-stream video ads shown on third-party websites and apps
Streaming TV (STV): Full-screen video ads on platforms like Fire TV, IMDb TV, Twitch, and Freevee
Amazon.com Video Ads: Embedded placements within search results and product pages
What’s the Difference Between CTV and STV?
As streaming becomes the go-to way for audiences to consume content, advertisers are hearing a lot about Connected TV (CTV) and Streaming TV (STV). These terms are often used interchangeably—even by media pros—but they refer to distinct parts of the video advertising ecosystem.
In this post, we break down the difference between CTV and STV and explain why understanding both matters for eCommerce marketers looking to invest in video.