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If 2024 confirmed one thing for marketers, it was that online advertising is increasingly becoming a video-first discipline. This year was dominated by founder-led video, short-form video, and even AI-generated video.
It’s not surprising. Consumers spend 17 hours per week watching video online and studies show that video provides 25% higher recall than static or purely text-based-ads.
Video marketing opens the door to exciting opportunities but it also raises plenty of questions and challenges: What are the key metrics to focus on now? How do we personalize and segment video effectively? How can we maintain brand consistency across all our video content? How do we shift our channel mix from static to video placements? And how do we navigate the varying platform requirements for video?
So. Many. Questions.
But the most critical question of all: How do we produce video at scale for every product we sell?
That’s the question we’re digging into today, exploring how dynamic video ads offer a powerful solution to maximize the potential of video marketing.
Dynamic Video Ads, or Video Catalog Ads, rely on your product catalog to streamline the insertion of video into your ad campaigns. Platforms like Meta, which support dynamic product ads, can leverage video assets right from the product feed and distribute them across popular placements, including in Feed, Reels, and Stories.
Before we go further, make sure you have a solid understanding of product feeds and how to create them because it’s the data solution that powers all dynamic ad creation.
Now, it’s time to enhance your catalog with video assets. In fact, Meta supports up to 20 unique video links per SKU in the product feed — plenty of opportunities to include branded video, UGC-style video, and much more.
Finally, after you’ve upgraded your product catalog with video assets, take advantage of solutions like Advantage+ which uses machine learning to dynamically deliver the best-performing ad variations to the most relevant audience, maximizing efficiency and results.
Dynamic video ads help streamline your marketing operations by making it much easier to manage and control the distribution of video across channels and campaigns. But, dynamic video ads don’t solve the problem of actually creating video for each and every SKU in your catalog. That’s where Marpipe’s Product Level Video solutions come in.
Marpipe is the only platform focused on upgrading your creative production for catalog ads — for both static and video ads! Here’s how it works.
This is the easy part! Simply click “Sign Up” in the navigation above and enter your email, name, and password or use your existing Google or Facebook account to get started. You can invite your whole team into the account for no extra cost!
Each Marpipe account comes with a preloaded sample feed so you can start playing with features immediately, but we highly recommend uploading your own product feed. You can manually create a product feed in any popular spreadsheet tool, export a product feed from ecommerce platforms like Shopify, or use a feed management tool like Flexify. Check out our guide to product feeds for more info.
We’ve built a powerful video editor that is purpose-built for catalog ads right inside Marpipe. Simply click “Create Video Slideshow” and begin creating a template that instantly applies to each product in your feed.
You can add multiple frames to each video and customize the styles of text, shapes, and more to match your brand guidelines. More importantly, you can treat each column of your product feed as a variable and dynamically insert information like the name, price, or sales discount along with multiple images into each creative.
Once you’ve created your template, you can preview your new creative asset for each individual SKU before moving on to the final step.
Product Level Video preview in Marpipe
Next, simply publish your feed and upload it to your feed management platform or directly into Meta.
We’ve mentioned some of the benefits of Dynamic Video Ads but let’s be more explicit - so it’s easy to share with your boss or client if you need to!
Still not convinced that video is right for your marketing mix?
Video content is not only an unavoidable necessity; it’s become central to the modern marketer’s social strategy.
Dynamic video ads transform how brands across any industry can engage their audience. Here’s how different sectors are leveraging this powerful tool.
E-commerce: A clothing store starts a campaign with video ads that change based on what each watcher has looked at before. For example, someone who is just starting to look into sneakers will only see shoes and athletic apparel.
41% ROAS increase with video in catalog campaigns
Travel: A travel service advertises places with dynamic video ads based on what users want. The ad shows different hotel choices and bright pictures of tropical holiday spots for people looking for beach trips.
Retail: A home improvement store changes its ads with the seasons - but not how you might think. In the winter, the ads show outdoor furniture, BBQ grills, and more, all at steep discounts. Marpipe’s product level video would allow the retailer to highlight each product, swap out the background images, and highlight the steeply discounted price across an almost unlimited of SKUs with just a few clicks.
Automotive: An automotive parts manufacturer builds an Advantage+ audience for people interested in racing to show off their protective films, spoilers, and upgraded brake pads. Each ad begins with a video of a car racing by the screen before highlighting the product in question.
Tech: An electronic store creates an ad that starts with an unboxing UGC-style video while then swapping in different products from their catalog of headphones, smart watches, and external battery packs. They use Marpipe to add the star ratings of each product dynamically by referencing another field of the product catalog.
Hopefully this article helped shed light onto product-level video advertising with Dynamic Video Ads. Ready to get started? Simply sign up and upload your product feed to create on your first dynamic video slideshow with Marpipe. It’s absolutely free to start creating today!
