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Catalog ads are "boring". So why do they outperform video?
12 ideas de marketing sacadas de «Catalog ads are "boring". So why do they outperform video?», de Dara Denney. Sobre todo de mensaje y copywriting…
- 12 ideas despiezadas
- Fuente Dara Denney
- Dura 59 min
- Publicada en 2025
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Sales templates sobre los productos en promoción: el low-hanging fruit que casi nadie hace
Mensaje y copywritingDan explica que superponer una etiqueta de descuento o 'Sale X% off' sobre los SKUs en oferta dentro del catálogo siempre sube el rendimiento, y que tienen tantos case studies que ya ni los documentan. La regla operativa: si vas a correr una venta (Black Friday, Cyber Monday, summer sale), tu checklist de pauta debe incluir 'agregar template de sale a los SKUs en promoción' ANTES de lanzar la campaña. Se puede…
So, one thing that stays the same that's, like, old reliable is just running sales in your catalog ads. It's, like, the lowest hanging fruit and the highest payoff. So, like. And would you recommend this for, like, a, like, always-on strategy? Or is there also, like, you know, leaning into this during, like, really big sale periods, like Black Friday, Cyber Monday? Leaning in when you're running big sales. So few brands, when they're running a sale, think, let's create a template for our catalog ads that applies to the products that are on sale. That seems like low-hanging fruit to me…
Escúchalo en el minuto 34:04
Catalog ads = hack de creative diversity con poco trabajo creativo
Mensaje y copywritingDara lo enuncia como tesis: catalog ads es la forma más eficiente de meter creative diversity en una cuenta sin producir creativos manualmente. Una catalog campaign con 200 productos + 1 template dinámico = 400 anuncios efectivos, contra los que un equipo creativo podría producir con AI en un trimestre. Por eso catalog ads es la respuesta al reclamo constante de 'necesito más creativos': el catálogo ya está lleno…
So, these are, like, ads that were really made in Marpipe. So, you can kind of see the possibilities in a bunch of them. That's the whole point. And so, in terms of, like, specific creative templates, we have, like, a bunch of the ones that you'll see there that you can pull out as best practices. Right? So, one thing that stays the same that's, like, old reliable is just running sales in your catalog ads. So, like. And would you recommend this for, like, a, like, always-on strategy? Leaning in when you're running big sales. That seems like low-hanging fruit to me, though. It's such a…
Escúchalo en el minuto 33:38
Product-level video en catalog ads es el nuevo low-hanging fruit (2024–2025)
Mensaje y copywritingMeta habilitó video por SKU en catalog ads: si tu product feed incluye una columna de video (puede ser un slideshow simple de las imágenes del producto), esos videos corren dentro del delivery de catalog ads con todo el algorithmic advantage. Bloqueador típico: las marcas no tienen un video por SKU. La forma práctica es generar el video con AI/scripted slideshow (Marpipe automatiza esto), o arrancar con tus best…
And remember, product level video, which is just video-driven catalog ads, these are new. This is brand new. This just became live last year. And it's a really fast-growing category. There's a lot of different things you can do. You can bring in lifestyle video, like what you saw previously. That's possible. But when you see this, this is a really clear-cut example of, like, you know, there's a specific product type being mentioned. And it's the same product. It's what you would see on a product page. It's the images you would see there just in a slideshow, which makes it just work so much…
Escúchalo en el minuto 21:38
Catalog ads ahora corren en cualquier placement gracias a adaptive placements
Mensaje y copywritingMeta lanzó adaptive placements para catalog ads: antes solo se servían en formatos 1:1 tipo news feed; ahora se adaptan a Reels, Stories, y otros formatos verticales, siempre que tu feed tenga imágenes en distintas relaciones de aspecto (9:16 incluido). Es un cambio grande porque antes catalog ads quedaba afuera del inventario de Reels, que ya representa 50% del tiempo en Instagram. Implicación: si no tienes assets…
Now, one thing, let's go back to that did pan out, is there's adaptive placements, which released, which is, which means that now catalog ads, catalog ads used to only run on certain, like, formats and placements. Usually, like, one by one type formats. But now they can run anywhere. And they can, they adapt, if you have multiple dimensions, like, the 9 by 16s of your images, then they fit really nicely and perform well in, like, story placements and much wider placement selection. Yeah, yeah. So, catalog ads are working well, and they have much more reach now, which just means that they just…
Escúchalo en el minuto 26:13
Riqueza del product feed manda: el feed detallado mejora el targeting, la relevance y la serving
Canales de adquisiciónDan explica que el contenido de tu product feed (no solo las imágenes) manda en el rendimiento: si tu feed tiene sizes, weight, descripción larga, taxonomy, y la plataforma puede leerlo, el targeting y la relevance mejoran. GenAI textual (no de imagen) puede suplementar campos faltantes: leer un producto, inferir la descripción apropiada, asignar la categoría correcta. Implicación práctica: dedicar tiempo a limpiar…
And then, one other thing is, I'd say, the last piece is, like, new, that's one of the big changes, is data-driven. The amount of information in your product feed plays a huge role in the performance of your product set. So, if you're missing data in your product feed, like, you don't have the sizes in there and you need to add those, that's gonna hurt your performance if you don't have the sizes of your products in there, if you don't have the weight, if you don't have a really nice, big, meaty description of the product, right? Mm-hmm. So, all those things play a big role. One of the big…
Escúchalo en el minuto 30:16
Mensaje y copywritingDan y Dara distinguen dos niveles de catalog ads: el 'raw' es la imagen de producto sin editar que sale del feed (producto sobre fondo blanco, título como headline, descripción como primary text). El 'enriched' añade design templates dinámicos que aplican overlays, lifestyle images, branding, sale tags según el SKU o el product set. Regla: empezar con raw catalog ads es legítimo y muchas marcas ya obtienen mejor…
One thing I'll just highlight is that just this before and after of, like, there's raw catalog ads and then there's, like, enriched catalog ads. Raw catalog ads is when we don't edit the creative at all. And enriched is when we make some, you know, some sort of dynamic templates that apply to those creatives. Because catalog ads, even, like, without any enriched, raw catalog ads work really well, generally work better for a lot of brands than just image and video. But they look bad. And so, when you make them look good, how much better they work is just a testament to, like, all the levers…
Escúchalo en el minuto 22:15
Detectar SKUs de bajo ROAS en el catálogo y removerlos del feed activo
Medición y experimentosMarpipe lanzó una feature de 'optimizations' que cruza datos de Meta y Shopify para encontrar SKUs del catálogo que están recibiendo mucho gasto pero tienen bajo ROAS real. Una vez detectados, los excluye automáticamente del feed activo, lo que libera presupuesto para los SKUs que sí convierten. Dan lo describe como 'flipping a switch' (activar/desactivar). Implicación: es una optimization que normalmente no se hace…
And then the second piece, which is not free to do, but something you can do with Markpipe is we've launched a suite of tools called optimizations. When it comes to your catalog ads, like, it's kind of a black box where the spend is going. Yeah. You don't know, like, which SKUs are performing the best necessarily in your campaigns. Very true, actually. Yeah. That is one question that I always get asked about DPA is, is, like, how do I know which products are doing the best? Exactly. And then we're using catalog ads. Right. So it's not easy to find that information. But if you plug in Meta and…
Escúchalo en el minuto 50:49
Mensaje y copywritingDan describe el experimento de Meta con backgrounds generativos para catalog ads, que se activó por default en muchas cuentas sin aviso. El resultado fue absurdidades como un sofá flotando en una playa. Más serio: el anunciante pierde control creativo, no puede parametrizar 'no pongas mi producto en contextos ridículos', y el copy que la AI superpone a veces está mal. La lección: cualquier feature de AI generativa…
One of the things that Meta released that didn't hit, which is the generative backgrounds. Yeah, yeah. Okay? These white backgrounds are, like, so ugly, right? On most catalog ads. So, Meta's trying to fix that problem by, like, making generative AI backgrounds, like, by default. Yes. They actually toggled the setting on by default for tons of brands that didn't even know it was on. Oh, I didn't realize that was happening for catalog ads specifically. People just ask us. Even if you're not a customer, you can ask us questions. Yeah. And they're like, why is my, like, couch skew floating on a…
Escúchalo en el minuto 25:09
40% de los ingresos globales de Meta vienen de catalog ads
Canales de adquisiciónDan Pantelo revela un número macro que la industria no suele tener a la vista: aproximadamente 40% de los ingresos globales de Meta provienen de catalog ads, no de imagen o video standalone. Esto explica por qué Pinterest, TikTok, Snap están copiando el formato con urgencia y por qué Meta sigue invirtiendo engineering pesado en mejorarlo. Implicación estratégica: si tu marca no está usando catalog ads, está…
40% of meta's global revenue comes from catalog ads. So, all these other ad platforms that look at, you know, that are trying to compete with meta. Like, Pinterest, TikTok, all those. You know, they're like, okay, catalog ads work really well on this platform. How come they're not also a huge chunk of our ad spend? Can we be cashing in on the same trend? There's some platforms that have taken catalog ads extremely seriously. And have recently totally overhauled how catalog ads work on that platform, right? And, you know, we are in a really fortunate place where we get to talk to a lot of the…
Escúchalo en el minuto 36:24
Quince: equipo dedicado a catalog creative y estructura vertical por tipo de producto
Investigación de mercado y clienteDan destaca a Quince como ejemplo de operación publicitaria madura. Lo distintivo no es solo que corran catalog ads, sino que tienen gente dedicada exclusivamente a catalog creative y una org estructurada verticalmente por tipo de producto (cada equipo maneja un vertical completo de su catálogo). El resultado es creative que combina performance con 'elevated taste', sin caer en el trade-off clásico de performance vs…
Yeah. So I think that the future of the creative is really catalog-driven in the Gen.AI world, which is why I'm really excited for all those Gen.AI updates to come up. Yeah. Okay. And then final one is I want you to dive into some Marpipe updates. What are you really excited about? So I think that basic feed management should be free forever. And so we're offering that to brands. We're going to be announcing a whole new suite of features in the near future that will make it really easy for any brands for free to be able to organize their product catalog and send it places. And then what's the…
Escúchalo en el minuto 57:02
Canales de adquisiciónDan Pantelo muestra la Facebook Ad Library de Lululemon: de los primeros 10 anuncios visibles en su library, 7 son catalog ads. Estima que cerca del 70% de su gasto publicitario va a este formato. Razón principal: Lululemon es retail con mucho top-of-funnel awareness, así que la prioridad es exprimir la entrega del catálogo a escala en vez de mantener un motor creativo constante. Caso útil para convencer a marcas…
Just the first two rows here. And you could see that seven out of the 10 ads here are catalog ads, which just underscores the frequency. Like how prevalent catalog ads actually are. This is just a snapshot from the top. But if you kept scrolling in their ad library, you would see the same thing. Like there is, you know, I'd say around 70% of their ad spend is going towards catalog ads. That looks like what you saw in round one. And it makes sense for the business model too, right? Because like they're primarily retail. Like, yes, they do have a direct consumer business with people going to…
Escúchalo en el minuto 15:53
Todo anuncio AI-generado en el futuro será catalog-driven
Mensaje y copywritingDan plantea la tesis fuerte: el product catalog es el 'final creative input' para el futuro de la pauta AI-generada. El argumento: al final, lo único que una marca de e-commerce vende es 'qué productos y a qué precio', que es exactamente lo que vive en el product feed. La visión de Zuckerberg (mencionada en el episodio) es que en algún momento Meta pueda recibir la imagen y datos del producto y generar todo el…
You should separate them. Yeah. Man, that's what Meta – Meta says no, but I say yes. That's what we've seen work. Yeah. I feel like that's what a lot of advertisers, like, see work in practice. But it's not, like, the feedback that we get from the platform, which is, like, hard to reconcile. But he's the DPA expert. So, yeah, I'm going to place my money on you. So, Dan, thank you so much for joining me. And, yeah, if you guys have any questions for Dan, be sure to follow him on Twitter. And be sure to go to the link in the description bar below to have a chance to get $10,000 to try out…
Escúchalo en el minuto 58:52
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