One of my long-term agendas at Meta is to tackle creativity for the most easily neglected yet best-performing media placement— product catalog carousels, a.k.a. Dynamic Product Ads (DPAs).
When most advertisers usually just crop the leftover marketing materials square and shovel them all in one place to boost daily sales, I dedicated to finding the secret from analysing 100k+ DPAs— which is to always juxtapose multi-dimensional creatives.
What exactly does "Multi-dimensional" mean?
The research we conducted with Kantar has shown that the more a shopper would interact with product (e.g. zoom or rotate), the more they’ll trust the vendor. Shoppers who viewed a product in 3D are more 11X likely to purchase than those who don’t. There is a 267% higher of click-through rate for ads with 3D, AR, or 360 view.
When 3D is only one of the many executions to demonstrate a 360° interactive view of the products, showing the product in different situations (Taken in a perfectly curated studio setting versus documented authentically by a previous consumer at home) can also help paint the full picture of what the products are really like.
This echos to the cultural shift away from only showing the polished perspective from brands, and towards a culture that celebrate relatability and authenticity. The less perfect, the more engaging.
The hypothesis was to alternate between a mix of creative assets within a single performance-driven product catalog— 2D vs 3D, product-only vs product with human touch, still vs video, studio vs in-situ. Multi-dimension creatives should drive better business while driving conversions online, especially during mega-sales seasons.
We have since tested it with fashion, wellness and appliance— the biggest product categories in eCommerce & retail industries, which have long been relying heavily on the high-performing DPAs.