Snapchat Introduces 'Dynamic Ads': Bringing Automated Personalization To Ads

When advertisers demand more, companies should follow. This is because free online services rely on them.

Snapchat is the underdog of social media networks, but that doesn't stop it from improving. And here, it has launched 'Dynamic Ads' option which essentially creates Snap ads for advertisers based on their uploaded product catalog, automatically.

The system can then display the advertisers' products relevant to the audiences whenever it sees fit.

This is similar to the options offered by Facebook, Instagram and Pinterest, which enable brands to upload their entire product catalogs in order to fuel their promotion efforts.

But Snap is taking that offer a step further, by combining creative templates and automation to better showcase content, as opposed to just adding it to a generic listing.

As explained by Snapchat on its blog post announcement:

"Advertisers on Snapchat already have access to a sophisticated offering, from tracking campaigns with Snap Pixel, to optimizing campaigns towards purchases, and syncing of product catalog. Dynamic Ads now brings automated personalization to the platform, opening new ways to scale and drive impact very easily."
Snapchat - Dynamic Ads
An example of how Dynamic Ads create five different templates from a single product image. (Credit: Snapchat)

Initially introduced as an open beta for advertisers looking to reach Snapchat users in the U.S., according to Snapchat, some benefits of Dynamic Ads include:

  1. High quality creative: Advertisers can choose from templates designed to showcase products visually.
  2. Improved return on effort: Advertisers can cut down the time spent on creating ad creatives.
  3. Increased ad relevance: Sync a product catalog, select an audience for prospecting or re-engagement, and let the system deliver the ad in real-time.

Snapchat can create Dynamic Ads based on the product images and information advertisers have provided it.

Using in-built templates, advertisers can create variations of different Snap ads in vertical view format. Advertisers can also choose from various templates, which will guide Snap's systems in building the relevant ads.

After all is set, advertisers can simply select an audience for prospecting or re-engagement, and then enable Snap’s system to deliver the ads in real-time.

Snapchat - Ad Template

The whole automation should make it easier for advertisers and brands to advertise on Snap.

By taking out the burdening and time-consuming process of creating ad creatives, Dynamic Ads allows advertisers to focus more on growing their business and campaign.

While automation may remove certain characteristics or messages that advertisers may want to convey when trying to engage Snap's audience. but Snap said that, in early testing at least, the results for its Dynamic Ads have been promising.

With automated personalization, Dynamic Ads could be ideal, as it also helps measure advertising potential on the platform.

"We always provide our community complete control and transparency over their ad preferences – if they choose to do so, anyone can quickly opt-out of ad customization based on their non-Snapchat activity from Ad Preferences," said Snapchat.

"Dynamic Ads will increase the relevancy of ads across Snapchat, which is a benefit for the community as nobody likes being served the same ads repeatedly."