OLV's "Table Stakes" Moment With Ross Walker and Carel van Rooyen of Acadia - Episode 405
Ecommerce Braintrust
· with Ross Walker, Carel van Rooyen
· August 12, 2025
· 20 min
Summary
Online Video (OLV) on Amazon is a powerful, yet often overlooked, advertising tool for ecommerce brands. This episode clarifies how OLV differs from other ad formats, where it runs off-Amazon, and its significant impact on combating rising ad costs, driving sales, and creating a "halo effect" across product catalogs. For ecommerce operators, understanding and leveraging OLV is becoming "table stakes" for competitive growth.
Key takeaways
Differentiate OLV from other Amazon video ad formats (Sponsored Brand Video, Streaming TV) to strategically allocate ad spend and set appropriate performance expectations.
Leverage OLV to reach new audiences off-Amazon across the open web and mobile apps, using Amazon's publisher network to counteract rising customer acquisition costs on Amazon itself.
Prioritize consistent creative refreshing for OLV campaigns to prevent ad fatigue and maintain effectiveness, optimizing for increased "glance views" and a positive "halo effect" across your entire product catalog.
Utilize OLV to address challenges like declining traffic or stagnant sales on Amazon, as it demonstrably increases product visibility, drives revenue, and can benefit overall brand performance.
Recognize that OLV campaigns can generate a 'halo effect,' boosting the visibility and sales of other products within your brand's catalog, not just the advertised product.
Themes
digital advertisinge-commerce growthperformance marketingretail media
DESCRIPTION Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations. Today, we're tackling what might be the least glamourously named ad product out there: OLV, short for "Online Video." But don't let the name fool you. Behind that bland acronym lies a powerful tool that's been driving some seriously impressive results. To help us unpack the magic of OLV, we're joined by two of the masterminds making it happen on the front lines: Ross Walker and Carel van Rooyen from our retail media team. "It's getting more and more expensive to buy incremental traffic on Amazon itself. This is true especially for brands competing in premium beauty categories or even CPG grocery categories. It's tough to get an edge." Ross Walker KEY TAKEAWAYS In this episode, Julie, Jordan, Carel, and Ross discuss: Clarification of OLV as Online Video, distinct from sponsored brand video and streaming TV. Where OLV ads run (off Amazon, across the open web and apps via Amazon's publisher network). How OLV has helped overcome challenges like declining traffic or flat sales on Amazon. OLV's impact on increasing glance views, revenue, and generating a "halo effect" across product catalogs. The importance of keeping creatives fresh to avoid stagnation. <p dir="ltr" role="prese
Frequently asked about this episode
What does this episode say about digital advertising?
Differentiate OLV from other Amazon video ad formats (Sponsored Brand Video, Streaming TV) to strategically allocate ad spend and set appropriate performance expectations.
What does this episode say about e-commerce growth?
Leverage OLV to reach new audiences off-Amazon across the open web and mobile apps, using Amazon's publisher network to counteract rising customer acquisition costs on Amazon itself.
What does this episode say about performance marketing?
Prioritize consistent creative refreshing for OLV campaigns to prevent ad fatigue and maintain effectiveness, optimizing for increased "glance views" and a positive "halo effect" across your entire product catalog.
What does this episode say about retail media?
Utilize OLV to address challenges like declining traffic or stagnant sales on Amazon, as it demonstrably increases product visibility, drives revenue, and can benefit overall brand performance.
What does this episode say about digital advertising?
Recognize that OLV campaigns can generate a 'halo effect,' boosting the visibility and sales of other products within your brand's catalog, not just the advertised product.
