Having introduced Dynamic Product Ads (DPAs) in mid-October last year, Snapchat has now launched its e-commerce update in international markets including the UK, Germany, Australia, and the Middle East, having already been launched in the US in October.
Snap says its DPAs, which are free to access, are another solution for performance marketers to drive their business, making it easier than ever for retailers and brands to set up their e-commerce business on the Snapchat app. DPAs bring automated personalisation to the platform, opening new ways to scale and drive impact easily.
DPAs offer advertisers a new way of tapping into the buying power of Millennials and Gen Z. With the new DPA update, brands and retailers can easily create mobile ads at scale, while preserving the identity of a brand’s products through appealing mobile-native templates. Growing up in a mobile first world, Snap says Millennials and Gen Z consumers value convenience, authenticity and creativity in the products and services they buy.
The new e-commerce update comes as Facebook announces the launch of Shops across its platforms, and Instagram introduces new ways for brands to connect with users. It also comes at a time when more retailers and brands are revaluating their online efforts amid the outbreak of Covid-19. With ‘non-essential’ brick and mortar stores required to close in the UK, online sales growth surged to a 10-year high – up 23.8 per cent YoY according to the latest IMRG Capgemini Online Retail Index, which tracks the online sales performance of over 200 retailers.
DPA is now widely available to advertisers. Among the first brands to have trialled the new function are adidas, Farfetch and Topshop, and the results have been positive, Snap said in an emailed release.
CNBC was one of the first to report on the launch of DPAs. According to that report, Ed Couchman, general manager of Snapchat UK, said: “The coronavirus has accelerated the need for businesses to look at their digital sales channels and encouraged them to be more innovative in how they do that.
“We are seeing strong results from advertisers in multiple sectors from high street clothing stores to food delivery who have been testing the product.”
Adidas, one of the brands involved in the beta-testing of DPAs in the last month, has been accelerating its digital business due to falling profits amid the outbreak of Covid-19.
Also reporting on the new launch, Mobile Marketing Magazine published a statement from Rob Seidu, senior director, media activation, Europe at adidas. He said: “With e-commerce a key focus for us in 2020 and beyond, we're excited to beta test Snapchat's Dynamic Product Ads in the UK, Germany, France and the Netherlands.
“Within weeks we saw a 52 per cent growth in ROAS (Return on Ad Spend) and we have subsequently grown our investment. The launch of DPAs allows us a route to reach our target Gen Z and Millennial audiences with relevant product creative throughout the consumer journey."
Snap says that 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 catalogue, 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.
Advertisers on Snapchat already have access to a sophisticated offering, from tracking campaigns with Snap Pixel, to optimising campaigns towards purchases, and syncing of product catalogue.