Revlon ran a campaign using Amazon’s Interactive Video Ads. It also used Dynamic TV Creative to personalize ads by viewer behavior. The campaign delivered a 9.8-times higher click-through rate than non-interactive ads. Branded search rate doubled versus non-interactive ads. Return on ad spend was 2.6 times higher than category benchmarks. Kelly Solomon and Sean Donahoe discussed the effort at Advertising Week New York. Amazon introduced Dynamic TV Creative at its May upfront. The tool optimizes format, call-to-action and headline automatically. Revlon aims to compress the time from awareness to purchase. Solomon noted the need to tailor content for AI ingestion on product pages.
What changed
Non-interactive video ads did not allow viewer actions during playback.
What it unlocks
Viewers can take action without leaving the streaming content.
- 9.8x higher click-through rate
- 2x higher branded search rate
- 2.6x higher return on ad spend
Sources