Dynamic Product Ads

Overview

Kargo acquired Stitcher Ads, a company specializing in eCommerce. The team focuses on providing personalized shopping experiences on Facebook, Instagram, Pinterest, and Snap by leveraging client API data. We integrated this technology into our existing ad platforms to enhance user experience and drive shopping engagement.

Category: API Integration Ads

Role: Lead Interactive designer

Year: 2023

Brands that have selected this format includes:

Dynamic Product Ads (DPA) enable advertisers to automatically promote their entire inventory or curated offers across platforms.

Dynamic Product Ads

Kargo merges your disparate data sources into one unified feed to power customized creative for more attractive ad experiences.

Data Sources Include:

  • Product Data

  • Prices & Promotions

  • Store Locations

  • Online/In-Store Availability

  • Star Ratings & Reviews

  • Promotion Eligibility

DPA Drives Performance And Meets Consumer Expectations

What Are Feeds?

Feeds can be various data sources that provide context for product and inventory. 

Why use DPA?

DPA serves personalized recommendations based on a users activity on social and web browsing history, while also factoring in product performance.

91%

of consumers are more likely to shop with brands that provide relevant offer recommendations

90%

of consumers feel frustrated when a shopping experience is impersonal

80%

of consumers are more likely to do business with a company if it offered personalized experiences

The Design Journey

Our design challenge was to effectively utilize the product feed within our display units. We addressed various ad placements, including above the fold, below the fold, and in-article positions. Units with limited space were ideal for showcasing a concise product list, while larger space units benefited from a category tab feature, allowing multiple product groups to be displayed within a single unit.

After extensive testing, we finalized the design wireframes and workflows. The Ad Design team took the lead in crafting the entire ad animation flow, while the Kargo Commerce Design team focused on creating the product feed. Once the product feed design was completed, our developers integrated the product feed with the display creative seamlessly.

As we focus on CORE (creative once run everywhere), we brought DPA into all screens.

As a result, we developed nine formats and fourteen executions across the three platforms.
Additionally, we are currently testing seven more executions internally. This project has opened numerous opportunities to enhance our ad platform by integrating an online shopping experience.