Snapchat launches dynamic product ads locally

Snapchat has launched dynamic product ads (DPAs) in Australia, citing the rise of e-commerce during COVID-19 lockdowns as the reason for the launch.

Local advertisers will now be able to create Snapchat ads in real time, based on product catalogues, and serve them in multiple international markets.

JD Sports’ DPA

Snap ANZ’s general manager Kathryn Carter explained: “COVID-19 has made businesses pivot their strategies, and pay closer attention to their digital sales channels. In the same way, consumer behaviour is rapidly changing and many are increasingly turning to digital behaviours across every aspect of their lives, including communication, commerce, entertainment, fitness and learning. We believe that this will accelerate the digital transformation across many businesses.

“With Dynamic Product Ads, brands will be able to increase conversions by directly integrating their product catalogue into our Ad Manager platform. We are seeing strong results from advertisers who have been testing the product in Australia.”

The platform said the free-to-access DPAs will mean that “advertisers will save time, not only on the creative process, but also on the admin front, allowing advertisers to easily run measurable ‘always-on’ campaigns”. So far, those advertisers have included local Snapchat partners including Culture Kings, JD Sports, and Tropeaka.

Culture Kings’ James Wastell, social media coordinator, said that “being able to show multiple products in the one placement is great for a store of our size with over 10,000 products online”. According to JD Sports’ APAC head of multi-channel, Deborah Papazoglu, the company is “able to tap into new, unique audiences at scale and at ease, especially during these times as e-commerce becomes a more prominent aspect in our daily lives”.

An example of a Tropeaka DPA

And Tropeaka CEO Caleb Marshall added: “Snap has been a big win for us. The introduction of DPAs has been yet another development on their platform that has brought our products closer to the consumer and made for a more enjoyable ad experience for our target market. If you’re not doing DPAs on Snap especially when it comes to remarketing then you’re missing out.”


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