The new era of eCommerce advertising has begun, and as a Meta Business Partner, Hunch has secured front-row tickets. Introducing: Catalog Product Video (fka Product Level Video). The video for DPA is here. This means you can create product-focused videos precisely tailored to your audience.
Meta has taken the hottest ad format, proven to engage the audience, and brought it to product advertising. This unique opportunity will help agencies working for eComm brands spark their audience's curiosity and boost ad performance.
In the following article, we’ll dive into what CPV is, what impact it has on your Meta ads performance, and how to test it in a few easy steps.
Let’s dig in.
What is Catalog Product Video and why should you care?
Catalog Product Video is a solution that allows advertisers to upload video assets directly into their catalog at the product/SKU level, enabling them to target their audience with product-centric videos on all Meta placements, such as explore, reels, and stories.
Meta reports up to 48% increase in conversion rates for campaigns using catalog product videos compared to image ads.
The power of CPV lies in its ability to combine high-impact formats with the Advantage+ algorithms, to deliver more personalized and high-performing ads. This is best shown with Reels, a video-first format, where CPV outperforms images.
Covering Reels as a placement can transform your advertising. Meta’s study shows Reels ads have shown a 93% increase in purchase intent and a 145% increase in incremental purchase intent among Gen Z.
How does Catalog Product Video work?
If you’re familiar with how dynamic product ads work, you’ll get the hang of CPV easily because its logic is similar. But instead of using product images, you now use videos, and that opens new opportunities for creativity and storytelling.
You can upload several videos for each product, and you should, as Meta recommends using different video sizes for optimal adjustment across all standard placements.
Combine Advantage+ and CPV to maximize video delivery & testing
Using product-centric video in Advantage+ shopping campaigns brings your product ads to another level. Meta’s finest machine learning delivers the right product to the relevant person using a variety of ad formats.
The best way to leverage CPV through your Advantage+ shopping campaigns is to test static (non-product) video vs product video to see what performs better. Meta suggests running a Split Test with two campaigns: one with a single video uploaded manually and one with Catalog Product Video uploaded with the catalog.
This is how you’ll get the most accurate performance comparison. You have the option to focus your Advantage+ ads on products with videos by promoting these product sets only.
How to implement catalog videos into your DPA campaigns (in 3 steps)
You’d like to try out catalog videos on Meta but it seems too much work, that will increase your current workload? It doesn’t have to be that hard.
As a platform that strongly emphasizes innovation, we made testing CPV very smooth. Here’s how to try catalog product video on Meta through Hunch:
#1 Step: Connect your feed
Plug your existing feed from any feed management platform, or create it from scratch with our built-in feed management solutions.
#2 Step: Create videos
Design a single template and generate tons of placement-perfect video variations inside Hunch Creative Studio.
#3 Step 3: Publish the campaign
Take your enriched feed and publish the campaign manually on Meta, or through the Advantage+ Shopping Campaign flow on Meta, or directly through Hunch.
Beat your competitors by getting the most out of Catalog Product Video on Meta
Considering that larger product sets perform better, Meta recommends having at least 200 product videos per product set. That is 200 video creatives you have to produce, that will be product-centric and will need to be adjusted for different placements in different ratios.
Every creative roadblock you had with producing image assets just gets bigger and more complicated when it comes to producing video. You need more time, more manpower, and more heavy lifting. The realization of this will probably drive you away from even trying CPV.
With Hunch you’ll avoid such a scenario.
Use our Creative Studio to build stunning product-centric video creatives at scale, take the enriched catalog with fresh video creatives, and publish it on the Advantage+ shopping campaign.
The best part?
You can streamline the whole process from building on-brand video templates to launching product level video ads, all within a single platform.
As a Meta Business Partner, Hunch gives you early access to CPV, enabling you to stay ahead of your competition and win high-stakes pitches. Don't miss out on the opportunity to experience the huge potential of Catalog Product Video, where Hunch takes care of all the heavy lifting!
