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.
From product education to lifestyle storytelling to dynamic retargeting, Amazon DSP video placements are unlocking new levels of full-funnel performance for eCommerce brands.
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
According to Adverio, Amazon's massive first-party data allows these video placements to be hyper-targeted based on real shopping behaviors, not just demographics.
Why Video Performs Better
More Attention: Video grabs and holds attention longer than static banners
More Context: You can tell a story, show product use cases, and connect emotionally
More Data: DSP reports allow you to track post-view conversions, even if users don’t click
As Code3 points out, video in Amazon DSP is increasingly being used not just for top-of-funnel reach but also to influence mid-funnel decisions and re-engage past visitors.
Best Practices for Amazon DSP Video Ads
Hook within 3 seconds: Start with the most compelling visuals or value prop
Design for silent viewing: Use captions and strong on-screen text
Brand fast: Show your logo and product in the first 1–2 seconds
Keep it tight: 15–30 seconds is the sweet spot for most DSP placements
Nozzle.ai recommends segmenting creatives by funnel stage. Use broader, aspirational messaging for prospecting and more urgent/product-focused videos for retargeting.
Video Use Cases by Funnel Stage
Top of Funnel: Lifestyle videos, founder stories, customer testimonials
Mid Funnel: Product demos, social proof, brand value propositions
Bottom of Funnel: Limited-time offers, product reviews, price comparisons
Retargeting with Video: The Game-Changer One of the most powerful use cases for video in DSP is retargeting. Serve personalized videos to users who viewed a product but didn’t convert. Show them:
The product in action
A customer review
A time-sensitive offer
This approach closes the loop between awareness and action, using rich creative to bring users back into the buying journey.
Key Takeaway Video ads aren’t just a branding tool—they’re a performance weapon. With Amazon DSP’s targeting power and attribution tools, video can become your highest-ROI ad format across the funnel.
If you’re not building video into your DSP strategy, you're missing the channel's full potential.
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