Snap Inc. on Thursday introduced dynamic advertising that automatically create ads and target audiences in real-time, as the company is trying to make its Snapchat app more attractiveb to advertisers.
Advertisers on Snapchat already have access to a various offerings, 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.
Dynamic ad platforms pick items from advertisers’ product catalogs and target them automatically to people with relevant interests, removing the need to manually advertise each product individually.
Snap says that Dynamic Ads offer a simple way to create mobile ads at scale, while preserving the identity of a brand’s products through mobile-native templates.
The platform offers advertisers templates designed to showcase products visually, making ads look native to the platform, without the need for any design skills.
Advertisers sync a product catalog, select an audience for prospecting or re-engagement, and let Snap’s system deliver the ad in real-time. As changes to products occur (i.e. price or availability), the ads will adjust accordingly so advertisers can run ‘always-on’ campaigns, to continuously tailor the shopping experience to Snapchatters’ preferred interests.
Snap also provides users control and transparency over their ad preferences – if they choose to do so, anyone can opt-out of ad customization based on their non-Snapchat activity from Ad Preferences.
Dynamic Ads will be in open beta starting in the coming weeks, for any advertiser looking to reach Snapchatters in the United States. Additional countries will be supported in the coming months.
Snap has grown revenue and its userbase as larger rivals Alphabet’sGoogle and Facebook Inc, which dominate the global digital advertising market, face regulatory scrutiny over their market control. Both Google and Facebook already offer dynamic ads.