It’s no secret that social commerce is heating up. Social media advertising is key to reaching new and loyal customers. Facebook, the most popular social media network in the world, boasts 2.93 billion active monthly users.
According to Bazaarvoice’s 2022 Shopper Experience Index, 69% of shoppers have made purchases based on initial inspiration found on social media, and 54% say they’d be more likely to buy a product they see on social media if they could simply click the post to get all the relevant product details. Consumers have grown to expect a convenient and frictionless purchase experience. To stay competitive, advertisers need to keep their consumers’ expectations top of mind.
Retail media marketers and social media teams must coordinate across all digital touchpoints for a connected commerce experience to meet these heightened consumer expectations. In fact, 91% of the mid and senior-level retail media decision-makers surveyed in Skai’s™ State of Retail Media 2022 report are already coordinating retail media advertising with other channels.
To provide an easier ad creation experience for advertisers and help meet consumers’ shopping demands, Skai has introduced Dynamic Commerce Ads (DCAs).
What are DCAs?
Skai has built a first-of-its-kind, groundbreaking enhancement to Facebook’s Collection Ads called Dynamic Commerce Ads. Advertisers can create a single ad that promotes a product on multiple retailer sites and dynamically updates product details consumers want to know, like price and availability.
How do they work?
Through Skai’s proprietary technology, advertisers can not only efficiently scale their cross-channel ad experiences but rest assured knowing the ads contain the most relevant and near-real-time data updates. Thanks to the acquisition of Signals Analytics back in 2020, Skai’s technology updates product availability, price, and star rating throughout the day.
A DCA can be created in a few simple steps. When creating a DCA template, you choose between four and 10 products to promote across Target, Walmart, or Amazon, or you can promote multiple products driving to the same retailer. You then enter the product URLs and let Skai do the rest! After the template is created, Skai automatically updates the product metadata in the DCA on an intraday basis.
Why do they matter?
Driving growth and scale across retailers is key for commerce advertisers. Success depends on the ability to access these consumers outside of the retailer’s walls and engage them with relevant experiences.
For consumers, DCAs help to create a frictionless omnichannel shopping experience by showing relevant product details at various retailers within the same ad. It also puts consumers in control, so they can shop where, when, and how they please.
For advertisers, DCAs create a seamless ad creation experience by utilizing and enhancing an ad type they are already familiar with: Facebook’s Collection Ads. It also updates data in near-real-time so advertisers don’t have to worry about their creative, product availability, or metadata going stale. Advertisers no longer have to choose between efficiency and effectiveness when broadening their omnichannel commerce marketing strategies.
Who can use DCAs?
Any brand or agency currently advertising on Facebook that is selling its product on Walmart, Amazon, or Target can take advantage of DCAs. Skai will soon be launching additional retailers as well.