AMAZON & WALMART
Don’t Pay for Sales You’re Already Getting.
Amazon and Walmart are powerful conversion environments, but attributed sales don’t always equal incremental growth. CommerceTV expands your strategy beyond retail media walled gardens to reach new customers, create product demand and influence downstream shopping.
THE CHALLENGE
Retail media can capture sales without necessarily creating them.
Amazon and Walmart advertising gives brands powerful access to high-intent shoppers close to purchase. But attributed sales are not always incremental sales. Brands can end up paying to reach existing customers or shoppers who were already likely to purchase.
Sustainable growth requires reaching beyond the digital shelf to create new customer exposure, influence consideration and generate demand that would not have existed otherwise.
THREE KEY RETAIL REALITIES
01
High ROAS Does Not Always Mean Incremental Growth
Retail media can generate strong attributed returns by reaching consumers already close to purchase. The more important growth question is how many new customers and incremental sales the advertising actually created.
02
Walled Gardens Constrain the Media Strategy to On-site
Amazon and Walmart onsite media is concentrated around consumers already shopping within their ecosystems. Expanding offsite gives brands access to new audiences and broader inventory — creating more opportunities for incremental customer exposure and media efficiency.
03
The Digital Shelf Can’t Create All Your Demand
Sponsored search and onsite retail media are designed to capture active shopping intent. Long-term growth also requires product discovery and consideration outside the retailer, creating demand that can ultimately flow into Amazon, Walmart and other sales channels.
THE OPPORTUNITY
CTV makes downstream media work harder.
69%
of retail media buyers cite buying complexity as a top growth challenge, with RMNs operating in silos and lacking consistent cross-network performance capabilities.
Shoppers are fragmented
*Source: IAB Retail Media Buyer Study, U.S., 202344%
of U.S. consumers use TV advertising to discover new brands — extending product discovery beyond shoppers already active on the digital shelf.
*Source: DISQO TV Advertising Outcomes Study, 202646%
of U.S. consumers say search is their first response after a TV ad, showing how TV exposure can create intent that flows downstream into search and shopping.
*Source: DISQO TV Advertising Outcomes Study, 2026THE COMMERCETV APPROACH
Use CTV to target and optimize for net new customer sales.
Expand Beyond Retail Media
Extend beyond saturated lower-funnel audiences with targeted CTV that drives incremental reach and product discovery among new potential customers. Exclude current customers from targeting when possible.
Explore New TV Ad Formats
Reach consumers while they’re streaming, not just when they’re already shopping. Use product-focused TV commercials to drive discovery and consideration that can influence branded search, retailer visits and downstream shopping.
Optimize For New Customers
Go beyond attributed sales to understand whether media is actually creating incremental growth. Prioritize new-to-brand customers, incremental reach and new customer acquisition — then use those signals to optimize media toward growth you wouldn’t have captured otherwise.
FREQUENTLY ASKED QUESTIONS
Your questions, answered.
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Retail media is highly effective at reaching consumers already shopping within Amazon and Walmart. Offsite CTV can extend new-customer exposure beyond those environments, helping brands build discovery and consideration while reaching audiences across the broader streaming ecosystem.
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Onsite retail media reaches consumers within retailer-owned properties, such as sponsored products and display placements on Amazon or Walmart. Offsite media reaches consumers beyond those properties across channels such as CTV, online video and display, giving brands more opportunities to reach new audiences outside the digital shelf.
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Yes. CTV can be purchased across the broader programmatic and streaming ecosystem. Amazon DSP, Walmart Connect and retailer data can be valuable when they fit the objective, but brands do not have to limit their CTV strategy to the retail network where their products are sold.
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Incrementality measures the customers, sales or revenue generated because of the advertising, rather than all conversions attributed to consumers who saw an ad. This helps brands understand whether media created additional growth or received credit for purchases that may have happened anyway.
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Brands can evaluate signals such as new-to-brand customers, incremental reach and new customer acquisition alongside traditional metrics such as ROAS. These measures help shift optimization toward acquiring customers and generating demand that adds to the business rather than repeatedly reaching existing buyers.
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Not necessarily. A campaign can produce strong attributed ROAS by reaching existing customers or shoppers who were already likely to purchase. Incrementality asks a different question: how much additional customer and sales growth did the advertising actually create?