Spend smarter this holiday shopping season with the Commerce Power Pack

The holiday shopping journey is changing. Today’s consumers move fluidly between conversation, inspiration, and purchase. For advertisers, it’s imperative to meet them where they are and make the path from discovery to action as seamless as possible. 

That’s where Snapchat has a unique advantage. Snapchat moves with people throughout their everyday shopping journey — like receiving recommendations from friends, discovering new products and creators on Spotlight, virtually trying on products with AR, and finding places to shop on Snap Map. This engagement helps people move from consideration to checkout faster. In fact, Transunion found that Snapchat drives a half-day faster time to conversion than other leading social platforms. The same study also found that Snapchat delivered the highest indexed ROAS of all 12 media channels in commerce. ¹

Today we’re announcing the Commerce Power Pack, new performance updates designed to help advertisers prepare for the upcoming shopping season and spend smarter on Snapchat. The new features focus on two key areas: 1) turning product discovery into action and 2) optimizing for what matters most to advertisers.

Turn Product Discovery into Action

With shoppers becoming more selective, relevance matters. Dynamic Product Ads (DPA) use AI-powered recommendation models to help advertisers surface products to the right Snapchatters, drawing on their catalogs and conversion signals. Our recent advances in AI-powered product discovery are making recommendations even more relevant and conversion-aware. In a controlled study, DPA campaigns optimized for Pixel Purchase delivered a 22% improvement in 7-day CPA. ²

Now as part of the Commerce Power Pack, we’re bringing DPA for Sponsored Snaps, bringing catalog product ads directly into Chat, our most-used surface with 85% of Snapchatters using it regularly. ³Advertisers can now surface the most relevant products directly into where Snapchatters are connecting and making decisions every day, and it’s available now for all global advertisers.

Optimize for Business Value

We know that every business has different goals heading into the shopping season. Whether it’s acquiring new customers, driving more valuable purchases, or capturing demand across web and app, advertisers need the flexibility to optimize around the outcomes that matter most to their business. With the Commerce Power Pack, we’re rolling out new optimization capabilities to provide more flexibility to define, measure, and drive performance.

Value Optimization expands how advertisers define success by allowing campaigns to optimize for return on ad spend and focus on purchases that drive more value. The product is in beta for both web and app advertisers, and can also be used in tandem with Unified Attribution.

For web advertisers, Third-Party Web Optimization combines first- and third-party signals together, helping optimize towards the third-party purchase outcomes they already use to evaluate cross-platform performance. Third-Party Web Optimization is currently in open beta, and early results from partners like Google Analytics and Northbeam have been encouraging. With Google Analytics, advertisers saw a 23% lower third-party CPP and 37% higher third-party ROAS. ⁴ With Northbeam, our solution drove a 37% lower CPP and 64% higher ROAS across first-time purchasers. ⁵

Lastly, Omnichannel Optimization helps capture purchases across both web and app within a single campaign, based on where a shopper is most likely to convert. Currently in alpha testing, it gives advertisers a more flexible way to capture demand across surfaces, helping improve performance while simplifying campaign setup and decision-making.

Together, the Commerce Power Pack helps turn holiday shopping moments into real business results. And to raise further awareness on this launch, we’re launching our ‘Spend Smarter’ marketing campaign across the US and UK later this month. Learn more here and start spending smarter with us today :)