June 23, 2020
Dynamic Ads: Meeting the Moment
With digital spending reaching all-time highs and e-commerce being more vital to businesses than ever, Dynamic Ads are the answer to massive consumer changes.
In October 2019, Snap announced the beta launch of Dynamic Ads in the U.S., giving eCommerce brands an automated way to create personalized shopping ads. Less than half a year later a global pandemic set in, accelerating major consumer shifts towards online and re-emphasizing the critical role that eCommerce must play for brands now and in the future.
A combination of demand shock, store closures, and stay-at-home orders have put entire industries on pause, while catalyzing others to thrive. People have been forced to adapt their previously ingrained behaviors to ensure that life stays on a somewhat normal path, and they are looking towards digital to do so. In a recent BCG whitepaper, it was noted that eCommerce has grown more in the past eight weeks than in the decade before that, jumping from 16% to 27% of retail in the US and from 18% to 30% in the UK.1 It’s expected that the new digital buyers will surge past 200 million for the first time this year, increasing the average spend per buyer, and will drive (in part) the expected 18% year-over-year growth in eCommerce sales in 2020.2
Millennials and Gen Z are leading this charge. While they’ve always been ‘digital natives', their consumption patterns are accelerating towards online too: post-COVID, 21% of Snapchatters say they are shopping more online and 23% are ordering more food online.3
-- An Ad Solution That Meets the Moment --
Since the beta launched nine months ago, we’ve seen strong adoption and gained considerable learnings. Advertisers were already seeing strong performance pre-COVID, but Dynamic Ads are even more crucial within brands’ media mix today.
“In the wake of the COVID-19 epidemic, adidas has further accelerated its digital business. With e-commerce a key focus for us in 2020 and beyond, we’re excited to beta test Snapchat’s Dynamic Ads in the U.K., Germany, France and the Netherlands. Within weeks we saw a 52% growth in ROAS (return on advertising spend) and we have subsequently grown our investment. The launch of Dynamic Ads allows us a route to reach our target Gen Z and Millennial audiences with relevant product creative throughout the consumer journey.” - TechCrunch
(Brands who have tested Dynamic Ads - sample)
What was already a powerful solution -- creating one ad to showcase a million products -- Dynamic Ads now contain a series of new capabilities, transitioning it from a general-purpose use case to an even more sophisticated one:
1. Global Expansion
Dynamic Ads are now available in 12 countries*, allowing you to reach your customers in the markets that matter most. We’ll continue to ramp up more regions over time.
2. Cross-Channel Targeting (Web & App)
What’s the optimal destination to shop for your brand online… your website or mobile app? Dynamic Ads now support both. Drive new customers to download your app, or deep link returning customers to a specific product page in-app.
3. Diagnostic Tools
Troubleshooting is more seamless than ever with our self-serve diagnostic tools in Ads Manager. Check the status of your pixel and catalog configuration, and quickly identify issues and ways to fix.
4. Creative Customization
Take your product images to the next level by applying one of our pre-designed creative templates, or customizing the two text fields in your ad to showcase a promotion, description, price and more.
(Creative pulled from a longstanding Dynamic Ads Advertiser: Redbubble)
5. Location, Location, Location!
For many businesses, price, availability, or messaging may differ greatly by region. Our “location-aware” feature allows advertisers to include a lat/long in their catalogs, so whether you’re a Retailer, Auto Dealership, Hotel Chain, or Food Delivery service, your message or offer can be as relevant as possible wherever your customer is in the world. Reach out to your Snapchat representative to learn more about localized catalogs today!
The general availability of Dynamic Ads allows all advertisers, regardless of size or industry, to create an engaging, personalized shopping experience on Snapchat, with real outcomes for your business. To get started today, please reference our Business Help Center for details and step-by-step instructions!
Dynamic Ads are now available in the United States, Canada, United Kingdom, Germany, France, Norway, Netherlands, Saudi Arabia, United Arab Emirates, Kuwait, Australia, and New Zealand.
Begin your success story today!
Create your first ad in less than five minutes, with just a photo and a few clicks. Reach an engaged audience that lives only on Snapchat, and drive results to build and scale your business.
1Bank of America; US Department of Commerce; ShawSpring Research, 2020; UK Office of National Statistics, 2020.
2Source: eMarketer US Ecommerce 2020
3Source: Snap Inc. survey of US Snapchat users March 20 - March 23, 2020. Age and location data subject to restrictions. See https:// businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: Which of the following, if any, are you doing more since the outbreak of the COVID-19? n=1983.