Case study
Horizon Media helped Revlon drive 7x higher total omni ROAS (vs. Amazon-only) by adding online video to their campaign mix
Discover how Revlon increased branded search, achieved an impressive detail page view rate, and boosted total omni return on ad spend (ROAS) when they added online video (OLV) ads to their campaign strategy.
key insights
194%
Increase in branded search rate when OLV was added to the campaign
11.98%
Detail page view rate—2.9x higher than 90th percentile Beauty & Personal Care benchmark
7x
Total omni ROAS vs Amazon ROAS for OLV campaigns
Goals
Revlon, a global beauty brand, operates in an increasingly competitive landscape with a growing portfolio that demands both scale and precision. The brand needed to balance driving broad awareness for Revlon while also supporting the launch of a new product—Revlon Glimmer Line—with a clear mandate to efficiently drive sales on Amazon and beyond.
To do both, Revlon required a full-funnel strategy: one that could build awareness among new audiences while simultaneously converting shoppers.
Revlon was already running streaming TV, display, and search ads. But with online video ads proven to drive a 210% lift in detail page view rate and a 145% lift in purchase rate when combined with formats like display, they saw an opportunity—and wanted to know what OLV could unlock for this specific campaign1. Revlon partnered with Horizon Media to tackle this challenge.
Example OLV ad for Revlon's Cosmetics line
Approach
Horizon Media helped Revlon add online video ads to their broader campaign mix as an initial proof of concept—and the results were impactful. OLV proved highly effective at reaching new-to-brand audiences, and when paired with display, the two formats worked in tandem to drive stronger detail page view rates and purchase rates.
Encouraged by those early results, Revlon doubled down on the strategy. But they didn't stop there—they invested in the measurement to match. As an early adopter of Panel Powered Omnichannel Metrics (OCM), Revlon gained a clear view of how their Amazon DSP campaigns were driving sales both on Amazon and beyond. OCM is a measurement solution that goes beyond Amazon's owned channels, capturing the full impact of ad campaigns on consumer purchases across all retailers—a critical dimension of success for a brand like Revlon.
Brian Gearhart, VP Media and Digital Marketing, RevlonAmazon OLV enabled us to connect with consumers in a relevant and meaningful way; reaching consumers in their journey and driving measurable business impact both on and off of Amazon.
Results
The campaign, with OLV being a strong contributor, proved to be a powerful driver of full-funnel results for Revlon—from building awareness to converting shoppers both on and off Amazon.
The campaign generated 98.8 million OLV impressions, sparking 118,045 branded searches.2 When OLV was introduced to the media mix, branded search rates surged by 194%—a clear signal of OLV's ability to move consumers from awareness to consideration.3
The impact didn't stop at branded search. Campaigns that included OLV achieved a detail page view rate of 11.98%—2.8x higher than the 90th percentile Beauty & Personal Care benchmark—demonstrating exceptional ability to drive shoppers deeper into the purchase journey.4
OLV also delivered standout sales efficiency. The total omni ROAS was 7x higher than Amazon-only ROAS, with 85% of total product sales occurring off Amazon—underscoring OLV's reach and influence well beyond Amazon.5
Energized by these results, Revlon has plans to continue to increase its investment in OLV and Amazon Ads going forward.
Sources
1 Amazon internal data, Jul 1–Sep 30, 2024.
2-5 Amazon internal data, US, REVLON COLOR COSMETICS, 2025.