Snapchat introduces dynamic ads that generate real-time adverts from brands

Snapchat introduces dynamic ads that generate real-time adverts from brands

Snap has now unveiled a new line of advertsthat will serve up real-time recommendations to consumers.

Dynamic ads will allow brands to generate adverts based on a catalog of products that can be fed into a template. Snap will then create adverts in real-time containing products from that line.

The ads can change and update based on sales, promotions and product availability. Dynamic ads are also shown frequently on Instagram, both in the main feed and across the stories function.

Snap has dubbed dynamic ads a "simple way to create mobile ads at scale, while preserving the identity of a brand’s products through appealing mobile-native template". 

The company is shifting to aid advertisers in the retail and direct-to-consumer (DTC) spaces as a result of an overcrowded Instagram. As such, handfuls of brands are turning to Snapchat for a less saturated and cheaper campaign option.

The dynamic ad beta is now available for companies to use, and adverts will start rolling out in two week's time. However, campaigns will only be visible to users in the US. Dynamic ads will roll out into other countries in the next few months, according to Snap.

Image: Snap blog

The right crowd

“Snapchat has become a go-to destination to reach the largest and most economically influential generations in history, Millennials and Gen Z. Snapchat Dynamic Ads now allow brands to create real-time optimized mobile ads quickly and at scale, with products showcased in visually-appealing templates that feel native to the app,” said Snap group product marketing manager, Kathleen Gambarelli in a statement.

“More than 75 per cent of the 13-34-year-old U.S. population is active on Snapchat, and daily Snapchat users open the app over 20 times each day, offering brands major opportunities to reach the right person with the right message at the right time."


Danielle Partis is editor of and former editor of She was named Journalist of the Year at the MCV Women in Games Awards 2019, as well as in the MCV 30 under 30 2020. Prior to Steel Media, she wrote about music and games at Team Rock.