If you were watching the Men’s World Cup in France, you might have seen ads for a certain French camera brand on M6, the TV channel.
These ads employed an interactive format; full-screen, sound-on, with a scan-to-shop code landing on the Brand Store.
The camera brand is an e-Comas client, and the M6 campaign was part of a wider stack across TV, Prime Video and DSP, running through June and July this year in France and Germany.
Using Amazon Marketing Cloud (AMC), we’ve analysed the results of the campaign to answer one burning question: how can you make top-of-funnel ads on TV and streaming actually convert?
Here’s how we used Prime Video, DSP and TV to draw shoppers down the funnel all the way to conversion.
Building a funnel that converts: Use different campaign types
Our client chose to run three campaigns together in June and July: M6 World Cup ads in France, Prime Video streaming ads in France and Germany, and regular DSP ads across France, Germany and brand search. They also had ‘always on’ Sponsored Ads running on Amazon. The idea was to build a full-funnel campaign that would convert from the top.
Each format matched its screen and its landing page. Streaming TV and online video ran full-screen, sound-on and interactive, with a scan-to-shop code that landed on the Brand Store. The Alexa home screen placed the brand on the device itself. Sponsored Ads showed the product and price, and landed straight on the product page.
These different ad formats suit different parts of the marketing funnel. Our expectations were clear from the start:
- TV/Prime Video opens: it’s the first touch, reaching new people at the top of the funnel.
- DSP builds: it keeps the brand in front and moves shoppers towards the page.
- Sponsored Ads closes: it captures the demand and converts it at the shelf.
Thanks to AMC, it’s easier than ever to see how advertising touch points at all stages work together to drive shoppers through the funnel.
How our top-of-funnel Prime Video ads performed
Prime Video is best used for first-touch marketing; never as the closer. The value is in incremental reach and new-to-brand recruitment.
Our Path to Conversion report in AMC showed that the Prime Video campaign didn’t intercept conversions Sponsored Ads and DSP were already making; there was no cannibalisation. Closing stayed with the ‘always-on’ Sponsored Ads stack, exactly as we expected, with a low-frequency purchase rate, and a conversion contribution that grew when the reached audiences were retargeted.
Reach was built – but repetition was not. 82% of German viewers and 70% of French viewers only saw the ad once.
Our campaign reach for both countries was wide at the top, narrow at the bottom – exactly as an awareness push should be.
Prime Video widened the top by 216,000 net-new users in Germany and 299,000 in France; DSP and Sponsored Ads carried the consideration and conversion below.
How our top-of-funnel M6 ads performed
Our campaign for the brand on M6, the French TV channel, took place over 28 June-19 July 2026, timed to coincide with the World Cup.
The results were fantastic: M6 delivered 86% of budget with 97% video completion and a 1.40% click rate, roughly nine times Prime Video’s.
57.7% of M6 impressions landed in the 2100-2300hrs match window. M6 bought a moment, not an audience: it reached a broad, mainstream crowd around the World Cup.
The M6 campaign overlapped with the Prime Video campaign by only a few thousand people: 486k at M6 and 309k at Prime Video, so together they carried close to 800,000 unique viewers into the brand’s France audience.
Like Prime Video, the M6 ads only reach the top of the funnel. This campaign depended on lower-funnel ads, such as DSP and Sponsored Ads, to convert it to sales. Flight two of the campaign, therefore, focused on retargeting the M6 audience.
The middle of the funnel: The role of DSP
DSP is the always-on layer beneath the streaming flights. It reaches a large audience, carries the retargeting and prospecting that convert the upper-funnel openings, and keeps the brand in front of shoppers between campaigns. It also recruits as well as closes: New-to-brand rates are high with DSP.
Therefore, the two jobs of DSP fall into:
- Prospecting (opening): Reaching new users never seen by search, and carrying the middle of the journey. AMC finds most of the net-new reach and new-to-brand buyers here.
- Remarketing (closing): Bringing warm users back and giving them to Sponsored Ads to close, on a smaller, more efficient budget.
The results: a full funnel campaign that converts
Branded searches for our camera brand rose in June in both countries, against a market that is flat in France and down 5% year-on-year in Germany.
The Prime Video and M6 campaigns added more than 95% net-new audience against DSP and Sponsored Ads. Streaming is the only way to add this audience; it’s a huge opportunity for brands to significantly grow their pool of potential shoppers. While direct sales from streaming are minimal (by design), brands gain massively in reach, completion and incrementality.
New-to-brand rates run high across streaming and DSP, so you’re recruiting new potential customers, not re-buying existing ones.
For best results, you should stack channels. AMC clearly shows that consideration and purchase rate climb with every channel added, peaking when video, DSP and search all touch the shopper.
Marc Villaseca, Senior Ads Strategist at e-Comas, says: “The Prime Video and M6 campaigns were designed to bring new-to-brand views and grow incremental reach, so potential shoppers can be retargeted later.
“Using AMC allows us to read the results and use that combination of DSP and Sponsored Ads beneath the top-of-funnel campaigns to guide shoppers to the bottom of the funnel.
“The results have been amazing. It shows how much more precise awareness campaigns are these days, and how efficiently we can drive off-Amazon success for our customers.”
Want to know more about how we build a full-funnel campaign that converts, and drive success for our clients using AMC? Get in touch with us today and we’ll send you the full deck.
