Snapchat Launches Dynamic Ads for E-Commerce Retailers in MENA Region

Just when you thought Snapchat had its moment in the sun, the platform went and launched a new feature. At a basic level, Dynamic Ads will allow brands to enable their e-commerce platform and reach Snapchat’s wide user base. More interestingly, however, it will allow a brand’s product catalogue to be synced with the ads so that advertisers don’t have to manually adjust the ads with any price changes, adapt to the app’s vertical format or worry about any of the mechanics or admin work.

Among the brands from MENA debuting their Dynamic Ads are Adidas, Sephora and Al Tayer. The digital feature is definitely a move that would aid brands in leveraging social media for their e-commerce efforts, while stores and retailers continue to deal with citywide lockdowns and curfews across the world.

Countries with ad targeting available for Dynamic Ads include Kuwait, UAE and Saudi Arabia among other countries.

“Since the onset of coronavirus, Adidas is further accelerating its digital business. With ecommerce being a key focus area for us this year and beyond, we are excited to partner with Snapchat for their Dynamic Ads launch in the region,” said  Amrith Gopinath, Senior Director Brand adidas, GCC & MENA, Adidas. 

“While it is still early days, we have seen a 4x improvement in ROAS effectiveness and a 52% improvement in our eCPM efficiency compared to previous commercial campaigns on Snapchat. The launch of Dynamic Ads allows us to reach our target Gen Z and millennial audiences with relevant product creative throughout the consumer journey.”

Brands that have enabled the feature are already reporting great results. According to Serpora, UAE and KSA have shown great growth rates, so much so that the cosmetics brand claims that it has invested even more based on the results. According to Snapchat’s user data, the Middle East and North Africa has 33 million active users. Topping the list is Saudi Arabia with 13.4 million users, followed by Egypt (2.9 million) and UAE (1.9 million).

“Performance advertising is the foundation of our commerce business success on Snapchat,” says Shayan Rahimi, Head of eCommerce, MENA, Snap Inc. “Dynamic Ads increases automation & ROAS scalability for advertisers – accelerating their ability to connect to their consumers with the products they need and love, in the most efficient way.”