Revlon's June campaign using Amazon's Interactive Video Ads and Dynamic TV Creative delivered a 9.8-times higher click-through rate than non-interactive ads, alongside a two-times higher branded search rate and 2.6-times higher return on ad spend against category benchmarks, per data shared by Amazon.

The cosmetics company deployed the formats to close the gap between upper-funnel awareness and lower-funnel conversion, Kelly Solomon, chief digital marketing officer at Revlon, told an Advertising Week New York audience on Oct. 7.

What changed for Revlon in streaming?

Solomon framed the move as a response to consumer behavior that ignores channel lines. "TV is extremely important to Revlon and the cosmetics industry," she said. "We love a good 15-second [ad]. It's an emotional category, so we love the formats that video allows."

She added that the brand "have to be everywhere all at once," since "consumers aren't thinking channel specific — they're not thinking channel at all." Interactive overlays let Revlon keep the 15- or 30-second brand creative intact while still pushing shoppers down the funnel inside the same viewing moment.

How does Dynamic TV Creative personalize the ad?

Amazon introduced Dynamic TV Creative at its May upfront, building on Interactive Video Ads, which launched earlier. The tool automatically adjusts format, call-to-action, headline and other details based on a viewer's shopping signals and funnel position.

Sean Donahoe, director of engineering for retail ad services and advertiser creative experiences at Amazon Ads, said the goal is "to bring that personalization that you have seen for many years in digital advertising into streaming media." Activation is one click: advertisers upload an asset and check a box to optimize for interactivity.

The technical complexity is hidden deliberately. Solomon said Revlon "put a lot of careful thought into the stories that we tell with brand ambassadors, so we want to sweat those assets." She added: "The harder you make it, the less likely we are to do it."

Why does this matter for full-funnel planning?

Solomon described Amazon as both an upper- and performance-funnel partner, with the product detail page serving as the conversion endpoint. Key campaign outcomes reported by Amazon included:

• 9.8x higher click-through rate vs. non-interactive ads
• 2x higher branded search rate
• 2.6x higher return on ad spend vs. category benchmarks

"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," Solomon said. "We love working with Amazon because we have that end-to-end journey."

Where does interactive video advertising go next?

Donahoe pointed to adoption beyond consumer packaged goods, naming travel and hospitality as categories now testing the format. The next test, he suggested, is how to compress awareness-to-purchase timelines when some journeys take "days or months or years."

Solomon pushed the conversation into generative search. Revlon is now building product-detail-page content that satisfies both consumers and large language models, she said. Her example 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."

That requirement — content that is "ingestible and friendly" for both people and machines — is now feeding Revlon's data, creative and media strategies across the Amazon ecosystem, and signals how the brand plans to defend shelf space as AI-mediated shopping compresses the path from ad view to cart.