Snapchat launches 'Dynamic Product Ads' feature
Snapchat has launched a new ecommerce advertising tool enabling retailers to reach its Gen Z and millennial audiences with “remarkable results”.
Adidas, Topshop and Farfetch are among the big-name retailers who have already beta-tested Snapchat’s new Dynamic Product Ads (DPA) feature, which launches in the UK today.
The free-to-use tool allows brands to create globally served Snapchat adverts in real-time and reach the increasing number of customers shopping online during lockdown.
According to Topshop, which was the first brand to beta-test its DPAs, it achieved four times the UK benchmark for return on advertising spend (ROAS) within two weeks.
“DPAs have allowed Topshop to reach Snapchatters with high-quality, and relevant ads throughout the consumer journey, and based on such strong results, activity will be scaled and launched into further markets over the coming weeks,” Topshop added.
Adidas’ senior director of media activation Rob Seidu added: “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 Product Ads in the UK, 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 DPAs allows us a route to reach our target Gen Z and millennial audiences with relevant product creative throughout the consumer journey.”
According to Snapchat UK’s general manager Ed Couchman, DPAs are just one of a series of innovative ad solutions the social media platform is rolling out to help retailers.