Innovation of the Week is a series highlighting retail initiatives that have caught the eye of our team. Every week, we will bring you new ideas and case studies across consumer, technology, sustainability, economy, policy, and industry sectors.
What is it?
Adidas has started using dynamic product ads powered by global media platform Teads, becoming its first brand partner to use the service.
Through real-time product data of the shopper, dynamic product ads automates the creation of adverts to make sure ads are relevant and efficient to Adidas customer behaviour. This could be through removing out-of-stock products and showing relevant promotions.
These Adidas product ads may pop up on social and search platforms, or through editorial content such as online news articles.
Why does it matter?
Personalised shopping is still in demand and this new innovation for Adidas will boost shopper relevance through ads based on price, stock, and delivery options within what Teads describes as “premium, contextually relevant environments”.
Adidas is now able to upload or connect its product feed to Teads’ Ad Manager, which categorises products based on top-selling items, popular categories, or custom criteria.
Ads are automatically updated with information on pricing, availability, and discounts to heighten relevance.
While Adidas is the first partner to use Teads’ dynamic product ads, the service will scale in 2025 across sectors like fashion, electronics and home goods.
Strategic implications
For Adidas, using Teads’ dynamic product ads will drive measurable results across cost per click, cost per visit, and return on ad spend.
“Teads’ contextual commerce offers our growing retail and commerce brands an opportunity to deliver real-time, contextually relevant ads in premium environments while balancing performance with brand experience”
Jeremy Arditi, co-chief executive officer, Teads
Winning strategies
- AI for improved productivity and engagement
- Focus on innovation
- Personalisation and innovation
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