How talabat Optimized a 12% Lower CPA on TikTok with Video Templates for Catalog Ads

talabat, seeking to enhance the performance and creativity of their dynamic catalog ads, was interested in replicating the success they’d had with Smartly Video Templates for Meta's Catalog Product Video (CPV) solution on TikTok. To achieve this, talabat chose to leverage Smartly's Video Templates for their catalog ads on TikTok. They recognized that they could achieve greater efficiency and speed compared to native options, with the chance to repurpose an already well-performing video template from Meta to TikTok.

Smartly’s Video Templates enable advertisers to turn their static catalog images into high-impact video ads that match the look and feel of their brand. With a template solution, advertisers can scale video creation across their catalogs and thousands of products while maintaining brand governance and quality. Smartly’s solution provides advertisers with more creative freedom and options than the native tools, with sophisticated editing, customization and automation options.

Having used Smartly’s Video Templates previously on Meta, talabat was able to use both their existing templates as well as create new ones, tailor-made for TikTok, to generate videos for catalog ads on TikTok. Using the unified Smartly platform enabled them to effortlessly scale across to the video-first platform, saving countless hours of manual work.

For talabat, the wins didn’t end there, as the catalog campaign leveraging video also saw results that exceeded those of their static counterparts. The video-powered ad saw a 12% drop in Cost per Acquisition (CPA) with a Click-through Rate (CTR) 42% higher than usual. In addition, they also garnered 11% more reach. Based on these results, together with the possibility to effortlessly scale across channels, talabat is looking to adopt video templates for catalog ads across all their markets and test with new template variations.

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