Snapchat is rolling out a new ad format it's been testing for months, and some e-commerce and direct-to-consumer brands said it was already paying off for them.
Such ads already exist on Facebook, Twitter, and Pinterest, and the new format is a way for Snapchat to make a bigger effort to grow retail, e-commerce and performance marketing dollars, sources previously told Business Insider. Advertisers can bid for Dynamic Ads on Snapchat's self-serve platform Ad Manager. The ads will be available to brands everywhere, but campaigns will only reach its US audience to start.
Online retailer Princess Polly Clothing has been testing Dynamic Ads over the past month to retarget people. Dynamic Ads let it easily personalize the ad creative depending on the user and drive purchases, said Kim Zorn, its digital marketing manager. The retailer said its cost-per-purchase decreased by 60% while its return on ad spend is 171% higher than compared to other, similar product-focused campaigns.
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