Snapchat has launched Dynamic Product Ads (DPAs), which are designed to make it easier than ever for brands to set up their eCommerce business on Snapchat.
The COVID-19 lockdown has meant that many businesses have quickly expanded their eCommerce efforts in response to consumer demand. According to the IMRG (Interactive Media in Retail Group), online sales grew to a 10-year high in April, representing a 23.8 per cent year-on-year increase.
From today, advertisers in the UK can automatically create globally-served Snapchat ads in real-time, based on product catalogues that can contain hundreds of thousands of products which can be served in multiple international markets.
DPA allows brands of all sizes to showcase their products and services in a professional layout, through customized ad formats that can be easily set up. Snapchat said the arrival of DPAs, which are free to access, means that advertisers will save time, not only on the creative process, but also on the admin front allowing advertisers to run always-on, measurable, campaigns.
DPA is now widely available to advertisers, and Snapchat said it is also working a strong ecosystem of partners, including 4C, Smartly.io, and Brainlabs.
adidas, Farfetch and Topshop were among the first brands to have tested DPAs over the past month with positive results.
Rob Seidu, senior director, media activation, Europe at adidas said:
"In the wake of the COVID-19 epidemic, adidas has further accelerated its digital business. With eCommerce 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."
Gareth Jones, CMO at Farftech, added:
"In the wake of the COVID-19 lockdown we have shifts in how consumers are interacting with eCommerce, with people increasingly shopping on their mobiles, a trend we expect to continue. As a result, we have re-engineered our eCommerce marketing activity to support the many fashion boutiques we work with, and the consumers we serve.
“Farfetch’s relationship with Snapchat has transformed our activity across the entire funnel and gives us a unique and unduplicated audience across multiple markets. We lent heavily into DPAs during the testing period and we have seen significant success that has translated into high-quality customers and ultimately transactions.”