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Snapchat launches Dynamic Product Ads for e-commerce businesses

Tom Shearsmith
03 June 2020

Snapchat has launched Dynamic Product Ads (DPAs), which are designed to make it easier than ever for brands to set up their e-commerce business on Snapchat.

Advertisers in the UK can automatically create globally-served Snapchat ads in real-time, based on product catalogues that could contain thousands of products.

Adidas, Farfetch and Topshop were among the first brands to test DPAs over the past month, with positive results reported.

DPA allows brands of all sizes to showcase their products and services in a professional layout, through customised 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", which allows advertisers to run measurable campaigns.

Rob Seidu, Senior Director, Media activation, Europe at adidas told MobileMarketing: "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% 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."

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