A beta has been opened by Snapchat for Dynamic Ads, which will create and update product ads to run on the app automatically.
Dynamic Ads are available in a variety of templates and aimed at retail, e-commerce and DTC brands that have a product catalog uploaded to the platform. The Dynamic Ads will adjust accordingly as product details, such as price or availability are update.
“Snapchat Dynamic Ads now allow brands to create real-time optimized mobile ads quickly and at scale, with products showcased in visually-appealing templates that feel native to the app,” said Snap Group Product Marketing Manager of Direct Response Kathleen Gambarelli.
All advertisers will have have access to the beta, but the ads are going to be currently available for US users for the time being. There are plans to expand it to more markets in the coming months. Advertisers must contact Snap in order to be part of the beta.
Just like with the dynamic ad capabilities of Google, Facebook and Pinterest, Snapchat’s Dynamic Ads reduce the amount of time and effort it takes to create and maintain product ads.
Shady Rays Polarized Sunglasses was given early access to Dynamic Ads, reporting a 66% decrease in cost per purchase and 286% increase in ROAS compared to a retargeting initiative that ran simultaneously. “Having used their Catalogs to manually create ads in the past, we were excited by the prospect of automating this process end-to-end,” said the company’s CEO Chris Ratterman.
Vitaly Design, another advertiser given early access, said Snap’s Dynamic Ads saved the company time and showcased products “in their best possible light,” resulting in a 21% decrease in cost-per-purchase and a 29% increase in ROAS.
According to Snap, once advertisers reach out to the company to set up Dynamic Ads campaigns, the ads will start running within one to two weeks.