Snapchat puts catalogue product ads into Chat with the Commerce Power Pack.

Snap announced the Commerce Power Pack on 10 September, a bundle of performance updates aimed at the holiday shopping season.

The headline change is Dynamic Product Ads for Sponsored Snaps: catalogue product ads delivered directly into Chat, which Snap calls its most-used surface, with 85% of Snapchatters using it regularly. It is available now for all advertisers globally. For the platform updates file, it is the biggest change to where a product ad can appear on Snapchat this year.

Three optimisation products come with it, at different stages. Value Optimisation lets a campaign optimise for return on ad spend and higher-value purchases; it is in beta for web and app advertisers and works with Unified Attribution. Third-Party Web Optimisation combines first-party and third-party signals so a campaign can optimise towards the third-party purchase outcomes an advertiser already uses; it is in open beta, and Snap cites early results of a 23% lower third-party cost per purchase and 37% higher third-party ROAS with Google Analytics, and 37% lower CPP and 64% higher ROAS on first-time purchasers with Northbeam. Omnichannel Optimisation, which captures web and app purchases in one campaign, is in alpha.

Snap also cites a controlled study in which DPA campaigns optimised for Pixel Purchase delivered a 22% improvement in seven-day CPA, and a TransUnion study finding Snapchat drives a half-day faster time to conversion than other leading social platforms. Sid Malhotra, VP of SMC at Snap, said Northbeam clients cut the cost of a new customer by 20% on Snapchat last Black Friday and Cyber Monday. A Spend Smarter campaign runs in the US and UK later this month.