Direct-response advertisers report some early success with Snapchat’s dynamic ads

Snapchat appears to be winning over several early adopters of its new dynamic ads product. The continuously updating ads directly link to product catalogs and are automatically targeted to Snapchat users based on their past behavior. Snapchat officially launched this ad productjust before the 2019 holiday season after a year of beta testing.
Some ad buyers whoused dynamic advertising to promote their clients’ products over the 2019 holiday period reported a few hiccups to Digiday but nonetheless a lower cost-per-thousand impressions (CPM) rate — and a higher or at least similar return on their spending than they have found on other social media platforms, including Facebook and Instagram. Read more…