Adam Mellott - CTV/STV/OLV Best Practices
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Adam Mellott - CTV/STV/OLV Best Practices
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Adam Mellott, Sr. Search Strategist and Head of Service Delivery at BTR Media, joins the eCommerce Pros Podcast to demystify the evolving world of Amazon video ads—specifically the differences between Connected TV (CTV), Streaming TV (STV), and Online Video (OLV). With brands navigating more video placements than ever, understanding how these formats work—and when to use each—is crucial for maximizing both reach and return.
In this episode, Adam breaks down what sets STV and OLV apart, from creative style to audience behavior. You’ll learn when to lead with an emotional brand story and when to go hard on features and CTAs. Adam also shares performance best practices, from speech timing and video length to optimizing based on KPIs like DPVR (detail page view rate) and PR (purchase rate).
Whether you're launching a brand, retargeting shoppers, or running full-funnel Amazon campaigns, this episode is packed with actionable guidance to help you leverage the right video format at the right moment.