We’re excited to announce one of our most impactful updates of the year for eCommerce advertisers: Dynamic Ads. Over the years, Snap has invested heavily in solutions for performance marketers to drive their business, and this new addition will only increase the depth of our offering. Advertisers on Snapchat already have access to a sophisticated offering, from tracking campaigns with Snap Pixel, to optimizing campaigns towards purchases, and syncing of product catalog. Dynamic Ads now brings automated personalization to the platform, opening new ways to scale and drive impact very easily.
Successful brands tapping into the buying power of Millennials and Gen Z know that putting these generations’ values at the forefront of their business strategy is key. Growing up in a mobile first world, they value convenience, authenticity and creativity in the products and services they buy. This is why Dynamic Ads are a powerful solution: a simple way to create mobile ads at scale, while preserving the identity of a brand’s products through appealing mobile-native templates.
Some benefits of Dynamic Ads include:
High quality creative: Easily choose from templates designed to showcase products visually, making your ads look beautiful and native to the platform, without the need for any design skills.
Improved return on effort: Cutting out the time spent on manually creating ads means more time spent focusing on growing your business.
Increased ad relevance: Simply sync a product catalog, select an audience for prospecting or re-engagement, and let Snap’s system deliver the ad in real-time. As changes to products occur (i.e. price or availability), the ads will adjust accordingly so you can run ‘always-on’ campaigns, to continuously tailor the shopping experience to Snapchatters’ preferred interests.
The more relevant ads become, the more return on investment for your business. The best news is, several brands have already seen impressive results:
“In Q3, we started out testing Snap’s latest capabilities around Dynamic Ads. Having used Catalogs to manually create ads in the past, we were excited by the prospect of automating this process end-to-end. Although it’s early, we’re seeing very promising results -- our Dynamic Ads campaigns are driving a 66% decrease in Cost Per Purchase and a 286% increase in ROAS compared to our 2019 re-engagement Initiative running simultaneously.“ - Chris Ratterman, Founder & CEO at Shady Rays
When using Dynamic Ads, online fashion boutique Princess Polly saw early successes with a 66% decrease in cost per purchase and a 171% increase in ROAS, compared to their similar pixel campaign simultaneously running the U.S. Vitaly, an accessories brand, was able to reuse existing product feeds to create high-quality and full screen ads. Dynamic Ads have driven a 21% decrease in cost per purchase and a 29% increase in return on ad spend for Vitaly, compared to a similar Vitaly re-engagement campaign simultaneously running in the U.S.
We always provide our community complete control and transparency over their ad preferences – if they choose to do so, anyone can quickly opt-out of ad customization based on their non-Snapchat activity from Ad Preferences. Dynamic Ads will increase the relevancy of ads across Snapchat, which is a benefit for the community as nobody likes being served the same ads repeatedly.
Dynamic Ads will be in open beta starting in the coming weeks, for any advertiser looking to reach Snapchatters in the United States. Additional countries will be supported in the coming months.
Make sure you take advantage of this exciting new opportunity to build momentum into this holiday season!