Developing
The results are from Amazon data presented by the advertiser and Amazon; no independent verification.
In 60 seconds
- Interactive Video Ads keep the 15- or 30-second creative and add an overlay for viewers to take action; Dynamic TV Creative personalises them by shopper journey stage.
- Revlon's June campaign had a 9.8x higher click-through rate and a 2x higher branded search rate than non-interactive ads.
- Return on ad spend was 2.6x higher than category benchmarks.
- Revlon is also structuring product detail page content for shoppers and AI systems.
Impact Layer
- What changed
- A beauty brand is linking streaming-TV exposure to the product page through an interactive overlay.
- Why it matters
- It addresses the gap between upper-funnel video and lower-funnel conversion on Amazon.
- Who is affected
- CPG and beauty brands that sell on Amazon and buy its streaming inventory.
- Martech stack area
- Advertising, Commerce
- Stack impact
- If you advertise on Amazon, test interactive overlays against standard video with a holdout, and check that the product detail page is ready for the traffic.
- Business impact
- Low Presented on a conference panel by an advertiser and Amazon; the figures are Amazon-supplied and the comparison design was not described.
- Related technologies
- What to watch
- Independent tests of interactive video versus standard video on Amazon.
Marketing Dive’s October 8, 2026 report covers an Advertising Week New York panel on October 7 with Kelly Solomon, Revlon’s chief digital marketing officer, and Sean Donahoe of Amazon Ads.
The formats
- Interactive Video Ads keep the brand’s standard 15- or 30-second creative and add an overlay that lets viewers take action.
- Dynamic TV Creative, announced at Amazon’s May upfront, personalises Interactive Video Ads by shopping behavior, adjusting format, call to action and headline by journey stage.
- Donahoe called activation “one-click”: upload an asset and check a box to optimise for interactivity.
Revlon’s results
For a June campaign, per Amazon data: a 9.8x higher click-through rate and a 2x higher branded search rate than non-interactive ads, and return on ad spend 2.6x higher than category benchmarks. Solomon said the aim was to connect upper-funnel awareness with conversion: “It doesn’t make any sense if we invest all this money in upper funnel and then you’re disappointed by a product detail page.” Revlon is structuring its product detail pages for both shoppers and AI systems.
Our read
The numbers come from the platform and the advertiser, with no stated test design. The sensible next step is a holdout test and a check that the detail page can convert the extra clicks.
Sources
- Marketing Dive: How Revlon used Amazon's interactive video ads to drive outcomes (opens in a new tab)
Source of the formats, campaign results and quotes.