Amazon Interactive Video Ads are changing what a TV spot can do. In June, Revlon combined Interactive Video Ads with Dynamic TV Creative and, according to Amazon, saw a 9.8-times higher click-through rate and a two-times higher branded search rate than non-interactive ads, plus 2.6-times higher return on ad spend versus category benchmarks.
Amazon introduced Dynamic TV Creative at its May upfront. It automatically personalizes Interactive Video Ads based on viewer shopping behavior, adjusting format, call-to-action, headline and other details depending on where a shopper is in the journey.
Sean Donahoe, director of engineering for retail ad services and advertiser creative experiences at Amazon Ads, said at an Oct. 7 Advertising Week New York panel that activation takes one click: upload the asset and tick the box to optimize for interactivity. The brand's 15- or 30-second creative stays the same, with an overlay that lets viewers act in the moment.
Kelly Solomon, Revlon's chief digital marketing officer, said cosmetics is an emotional category where a good 15-second spot still matters. But consumers don't think in channels, so the brand needed video that tells a story and still carries people through the full funnel.
What she likes about interactive ads is that they don't pull viewers out of what they're watching. People ready to buy can buy, and people who need more information can get it, whether they're watching football or anything else.
Solomon said it makes no sense to invest heavily in upper funnel and then disappoint shoppers on a product detail page. Revlon uses Amazon as both an awareness and a performance platform and keeps refining the flywheel with analytics. For Amazon's wider push toward unified buying, see Amazon Ads Agent Unifies DSP and Ads Console — Full-Funnel Campaigns, DVA+ and Conversational AI.
Solomon also said Revlon is preparing for how large language models will shape shopping. To answer long AI prompts such as which lipstick shade suits a 50-year-old with dry lips heading to a black-tie wedding, the brand is building SKU-level content that is easy for both people and machines to ingest, and it accounts for the fact that content is read differently on Amazon than on its own sites.
TV is no longer only an awareness line item. If you buy connected TV, plan for metrics tied to purchase, such as CTR, branded search and ROAS. The lowest-risk test is to run existing video creative with interactivity switched on and compare.
Strong ads leak value if they land on a weak product page. Collect the long, specific questions customers actually ask and answer them in your product content; it helps both shoppers and AI search.
A feature that personalizes Interactive Video Ads by viewer shopping behavior, changing format, call-to-action and headline; advertisers enable it with a single checkbox.
Per Amazon, a 9.8x higher click-through rate and 2x higher branded search rate than non-interactive ads, and 2.6x higher ROAS than category benchmarks.
No. An overlay sits on the existing spot so viewers can buy or learn more without leaving the content.
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