New performance updates designed to make every dollar work harder
The holiday shopping journey is changing. Today’s consumers move fluidly between conversation, inspiration, and purchase. For advertisers, it’s imperative to meet them where they are and make the path from discovery to action as seamless as possible.
That’s where Snapchat has a unique advantage. Snapchat moves with people throughout their everyday shopping journey, like receiving recommendations from friends, discovering new products and creators on Spotlight, virtually trying on products with AR, and finding places to shop on Snap Map. This engagement helps people move from consideration to checkout faster.
Today Snapchat is announcing the Commerce Power Pack, new performance updates designed to help advertisers prepare for the upcoming shopping season and spend smarter on Snapchat. The new features focus on two key areas: 1) turning product discovery into action and 2) optimizing for what matters most to advertisers.
“The UAE and Saudi Arabia are two of the most competitive retail markets in the world during the year-end shopping season, and shoppers here make decisions quickly, often mid-conversation with friends or after seeing a creator they trust. The Commerce Power Pack gives advertisers a way to be present in exactly those moments and optimize against the results that matter most to their business, whether that’s acquiring new customers, driving higher-value purchases, or increasing sales across web and app. Brands are already seeing what this can look like in the region, and we expect this year to be one of the strongest yet for commerce on Snapchat.” — Antoine Challita, UAE Country Head, Snap Inc.
Turn Product Discovery into Action
With shoppers becoming more selective, relevance matters. Dynamic Product Ads (DPA) use AI-powered recommendation models to help advertisers surface products to the right Snapchatters, drawing on their catalogs and conversion signals. The platform’s recent advances in AI-powered product discovery are making recommendations even more relevant and conversion-aware. In a controlled study, DPA campaigns optimized for Pixel Purchase delivered a 22% improvement in 7-day CPA.
Now as part of the Commerce Power Pack, Snapchat is introducing DPA for Sponsored Snaps, bringing catalog product ads directly into Chat, the platform’s most used surface with 85% of Snapchatters using it regularly. Advertisers can now surface the most relevant products directly into where Snapchatters are connecting and making decisions every day, and it’s available now for all global advertisers.
Optimize for Business Value
Every business has different goals heading into the shopping season. Whether it’s acquiring new customers, driving more valuable purchases, or capturing demand across web and app, advertisers need the flexibility to optimize around the outcomes that matter most to their business. With Commerce Power Pack, Snapchat is rolling out new optimization capabilities to provide more flexibility to define, measure, and drive performance.
Value Optimization expands how advertisers define success by allowing campaigns to optimize for return on ad spend and focus on purchases that drive more value. The product is in beta for both web and app advertisers, and can also be used in tandem with Unified Attribution.
For web advertisers, Third-Party Web Optimization combines first- and third-party signals together, helping optimize towards the third-party purchase outcomes they already use to evaluate cross-platform performance. Third-Party Web Optimization is currently in open beta, and early results from partners like Google Analytics have been encouraging. With Google Analytics, advertisers saw a 23% lower third-party CPP and 37% higher third-party ROAS.
Lastly, Omnichannel Optimization helps capture purchases across both web and app within a single campaign, based on where a shopper is most likely to convert. Currently in alpha testing, it gives advertisers a more flexible way to capture demand across surfaces, helping improve performance while simplifying campaign setup and decision-making.
Together, the Commerce Power Pack helps turn holiday shopping moments into real business results. Learn more here and start spending smarter with Snapchat today.
