Dynamic Product Ad (DPA) Carousels
- New ad tech developed with Facebook for publishers to dynamically load content
- The first major news publisher to have dynamic carousel ads
- A substantial level of internal resource and agency time saved from dynamically loading content.
- Click-through-rate increases of over 36%, decreased ad costs due to high relevance, removal of agency fees, increased subscriber satisfaction.
When I asked Facebook to use their Dynamic Product Ads to display a carousel of news stories for WSJ I was reliably informed it could not be done. After some gentle persuasion FB agreed to partner with us to develop their technology to allow for these ads to run (non-ecommerce) dynamically from specially created content feeds.
This displays in a carousel ad unit for real-time news that provides far more real-estate for WSJ. I worked closely with Facebook even bringing a developer from the Silicon Valley office to New York to recode their eCommerce platform to allow for us to use this new method, which outperformed all existing ad units on Facebook particularly on mobile.
Now that is has been running for a few months we have the data to compare the results from the older, non-dynamic campaigns and the effort Stephen has achieved is astounding.
Quote from Facebook