Snapchat Launches Dynamic Product Ads In Australia

Snapchat has launched Dynamic Product Ads (DPAs) in Australia, making it easier than ever for brands to set up their e-commerce business on Snapchat.

The COVID-19 lockdown has meant that many businesses have quickly expanded their e-commerce efforts in response to consumer demand. According to the Australian Bureau of Statistics, the closure of physical stores in some industries has led to a rise in online retail turnover.

This has contributed 11.1 per cent to total retail turnover in original terms in April 2020, up from 7.1 per cent in March 2020. In addition to that, it was noted that online sales made up over 20.5 per cent of sales across household goods retailing, clothing, footwear and personal accessory retailing, department stores and other retailing.

The arrival of Snapchat’s DPAs supports this e-commerce momentum. Advertisers in Australia can now automatically create Snapchat ads in real-time, based on product catalogues that can contain hundreds of thousands of products, and serve those ads in multiple international markets.

DPAs allow brands of all sizes to showcase their products and services in a professional layout through customised ad formats that can be easily set up. The arrival of DPAs, which is free to access, means 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.

DPAs is now widely available to advertisers in Australia. Local Snapchat partners including Culture Kings , JD Sports and Tropeaka were among the first to have tested DPAs in Australia, and have seen positive results over the past month.

Snap ANZ general manager Kathryn Carter [feature image] said: “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.”

Culture Kings social media coordinator James Wastell said: “Loving the development of Snapchat with the Dynamic Product Ads. Being able to show multiple products in the one placement is great for a store of our size with over 10,000 products online. Within e-commerce personally believe DPA’s are a way in which you can scale ad spend and still return a solid ROI.”

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