Revlon reports 9.8‑times higher CTR from Amazon interactive video ads
In June, Revlon used Amazon’s Interactive Video Ads and Dynamic TV Creative to achieve a 9.8‑times higher click‑through rate versus non‑interactive ads. The same campaign also lifted branded search rates by two times and return on ad spend by 2.6 times versus category benchmarks.
Interactive Video Ads retain the brand’s original 15‑ or 30‑second creative while adding an overlay that lets viewers take action without leaving the streaming experience. Amazon’s Dynamic TV Creative automatically personalizes the ad’s format, call‑to‑action, headline and other elements based on real‑time shopping signals, using a one‑click activation after the advertiser uploads the asset. The technology draws on Amazon’s trove of consumer data to match creative to where shoppers are in their purchase journey, optimizing for interactivity. Revlon’s chief digital marketing officer said the ease of use is critical, noting that the harder the process, the less likely the brand is to adopt it. The findings were shared during an Advertising Week New York panel on Oct. 7, where Revlon and Amazon executives discussed the campaign’s impact on full‑funnel marketing.
“We love a good 15-second [ad],” Kelly Solomon, chief digital marketing officer at Revlon said.
Amazon introduced Dynamic TV Creative at its May upfront presentation, combining trillions of consumer data points and AI to personalize interactive video ads.
What we know
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.