Snapchat's Dynamic Product Ads Are Now Available in France

After launching its Dynamic Product Ads (DPA) offering in the United States in October 2019, Snapchat has now made its brand-new ad format available to French advertisers as of June 8. Several major brands such as Lancôme, Ralph Lauren, and Adidas have already tested it and, according to them, the results are positive.

‍

What Are Dynamic Product Ads?

‍

Lockdown encouraged many e-commerce websites and brands to strengthen their online presence and ad budgets. This new ad format is designed to support that momentum. Snapchat's Dynamic Product Ads turn out to be a very powerful tool, enabling advertisers and e-commerce merchants in particular to grow their conversions by directly integrating their product catalog into Snapchat's Ad Manager.

Through this new format, Snapchat aims to make the purchase journey smoother within its own app. But concretely, how does it work? Dynamic Product Ads allow advertisers to showcase their products based on a catalog that can contain hundreds of thousands of items. This ad format presents products and services within a professional layout, thanks to customized ad formats. Advertisers simply need to create a campaign, make sure it's running properly, and Snapchat takes care of the rest. It's a significant time-saver for e-commerce players who will always have one or more active campaigns running on the platform.

Widely used on social media, DPA is leveraged for remarketing. Advertisers target users who have visited their website without making a purchase. The goal is for a campaign to automatically reach users who, for example, have abandoned their shopping cart.

‍

Was Snapchat Inspired by Instagram?

‍

For a long time, Instagram has taken cues from Snapchat, as illustrated by "Project Voldemort," which documents all of Facebook's anticompetitive behaviors. But the Dynamic Product Ads format officially launched this month in France bears a striking resemblance to Instagram Shopping. It therefore seems obvious that Snapchat wants to compete with Instagram and capitalize on the momentum.

Snapchat reports having conducted initial tests described as "very positive," carried out with both e-commerce websites and brands. Several major advertisers such as Lancôme, Ralph Lauren, My Jolie Candle, and Adidas had the opportunity to test this new format during May. After a few weeks of delivery, the results appear convincing. Adidas, for example, reported a 52% increase in ROAS (return on ad spend).

Compared to its previous campaigns, Lancôme says it multiplied its return on investment by 4. "Snapchat is thus becoming not only a very effective platform for improving the desirability and consideration of our products among millennials, but also for generating online sales," adds Stella Crespel, Digital Media Manager, Lancôme France.

Snapchat therefore seems to have hit the mark with the launch of Dynamic Product Ads.

‍

Would you like support with Snap Ads, or more broadly with your digital marketing strategy? Don't hesitate to reach out!

‍