How Revlon used Amazon’s interactive video ads to drive outcomes Marketing Dive, an Industry Dive publication · Marketing Dive · Industry Dive Chris Kelly Thu, October 8, 2026 at 9:52 AM EDT 6 min read AMZN -0.22% Trade AMZN on Coinbase Trading disclosure Trading disclosure The above button links to Coinbase. Yahoo Finance is not a broker-dealer or investment adviser and does not offer securities or cryptocurrencies for sale or facilitate trading. Coinbase pays us for certain activity generated through this link. Prices displayed are informational.
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NEW YORK — Amazon continues to lead the way as retail media and connected TV converge, combining trillions of consumer data points, its various ad platforms and artificial intelligence to build out a one-stop shop for advertising.
At its upfront presentation in May, the company introduced Dynamic TV Creative, a capability that automatically personalizes Interactive Video Ads based on viewer shopping behavior, optimizing format, call-to-action, headline and other details depending on where shoppers are in their journeys.
Revlon in June used Interactive Video Ads and Dynamic TV Creative to close the gap between upper-funnel awareness and lower-funnel conversion. The campaign drove a 9.8-times higher click-through rate and two-times higher branded search rate compared with non-interactive ads, as well as 2.6-times higher return on ad spend versus category benchmarks, per data shared by Amazon.
Kelly Solomon, chief digital marketing officer at Revlon, and Sean Donahoe, director of engineering for retail ad services and advertiser creative experiences at Amazon Ads, discussed the effort during an Advertising Week New York panel on Oct. 7 moderated by Marketing Dive senior reporter Chris Kelly.
The following Q&A draws from a larger discussion and has been edited for clarity and brevity.
KELLY SOLOMON: TV is extremely important to Revlon and the cosmetics industry. We love a good 15-second [ad]. It's an emotional category, so we love the formats that video allows. But of course, we have to be everywhere all at once, so we know that consumers aren't thinking channel specific — they're not thinking channel at all. So while we know that we want to show up in places where we can tell this longer format creative story, we also know that we need to push further into the consumer experience and really be able to bring them full funnel.
SEAN DONAHOE: Interactive Video Ads have the brand creative — that remains the same as you would normally have in a 15- or 30-second ad. We offer an overlay within that that allows for that take-action approach. It's about blending the creative storytelling that brands bring, as well as the technology to make that connection in the moment.
SOLOMON: What we love about the interactive ads is that we all know there's various states of consumer desires: some people are ready to purchase right then and there, and some people need to get a little more information. We love that it's within the content experience. We're not taking you out of the experience, whether it's football or whatever you're streaming.
DONAHOE: Amazon has tons and tons of signals and information about the consumer and where they are in that journey and what kind of actions they are more likely to take. The idea is to bring that personalization that you have seen for many years in digital advertising into streaming media.
It can be quite overwhelming to think about the complexity of having to make those kinds of decisions across millions and millions of consumers, and so we tried to simplify it. It's just a one-click activation today. You upload your asset, and then we have a checkbox to optimize for interactivity, and that allows us to dynamically change that experience for the consumer.
SOLOMON: We put a lot of work into all of our creative. We put a lot of careful thought into the stories that we tell with brand ambassadors, so we want to sweat those assets. We appreciate that we can do that in various formats, and it's critical that it's easy. The harder you make it, the less likely we are to do it.
SOLOMON: We certainly think full-funnel everywhere, all the time with Amazon. We tap into everything that Amazon has to offer as an upper-funnel media platform, as well as a performance media platform, we want to make sure that we have the right content in the right place to pay off that journey. 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. We love working with Amazon because we have that end-to-end journey. We can optimize, we can look at our analytics and we can continue to strengthen that flywheel.
DONAHOE: Consumers are moving through that funnel and sometimes it may take days or months or years for big purchases, versus this example of an interactive ad that's personalized for them and they can go through the experience in 15 seconds. It's about meeting the consumers where they are, and understanding how we compress that time from awareness to purchase. There are different places that we can touch them, sometimes at once, but sometimes across multiple sessions. That allows us to understand how they're moving through that process.
DONAHOE: We continue to see greater and greater adoption of interactive ads. Outside of CPG, advertisers are beginning to think about the content they want to engage with. What can I send to the phone if I'm a hotel or travel brand?
SOLOMON: When we think about where the consumer is going, we can't help but think about where LLMs are going. We have to make sure that we are creating ingestible and friendly content on our product detail pages for consumers, of course, but also for machines.
We want to make sure that when we are talking on a SKU level that we have the right content there to satisfy that super long AI query — "what's the right lipstick shade for me if my lips are dry and I'm 50-years old and I'm going to a black tie wedding." This is part of our content strategy and part of our data strategy, and that feeds our creative strategy and our media strategy, to make sure that we are thinking about how our content will be ingested on Amazon, which is different than the way it'll be ingested on our owned websites, and make sure that we are there answering those prompts that we have a right to win on.
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