Snapchat launches Dynamic Ads for retailers and brands

Anne Freier

In Mobile Advertising. October 18, 2019

Snapchat has launched a new advertising product that provides direct-response advertising for retailers and brands.

Dynamic Ads have already been in beta-testing for a year and are now officially available for advertisers in the US.

The ad type can be easily connected to brand product catalogues which makes it easier for consumers to shop directly from within the app. But this also means that ads don’t have to be manually updated if products change.

Targeting for the ads is simple and includes reaching consumers based on past behaviours.

Snap Inc has continued to expand its ad targeting and product catalogue to more effectively compete with competitors Facebook and Instagram.

It launched its Ads Manager two years ago, but until now marketers haven’t been able to auto-create and target ads.

Providing tighter integration of stoppable ads and features has been a primary goal of Snapchat as of late it seems. The company already added shoppable Augmented Reality features for creators last year and recently tested stores for accounts through integration with Shopify.

Earlier this month, the popular messaging app partnered with sports brand Adidas to launch a stoppable mobile game to promote Adidas’ 8-bit collection. The game provides a unique ad experience as it allows users to play as MLB athletes who each wear their own limited-edition cleats from the collection.

The Dynamic Ads also use templates to simply the advertising process for brands or retailers who are new to the platform.

Initial tests with Herrmann Digital saw a 14x return on ad spending on a $3,200 campaign in September, president David Herrmann said. He added that results were in line with those achieved on Facebook.