How the Pros Are Dominating the Market
Is your brand getting lost in the digital noise? A meta-analysis of over 100 studies, articles, and research papers has just revealed the secret weapon that e-commerce giants are using to crush the market.
A new 2025 study by marketing expert Szilárd Béres, "The Brand DNA in a Template," unveils a strategy that not only cuts through the clutter but, according to research, has proven to increase revenue and customer trust for over 76% of companies. The secret? The psychology of visual consistency, supercharged by technology.
The study states unequivocally: manually creating ads for vast, constantly changing product catalogues is a recipe for disaster. It's slow, costly, and worst of all, leads to an inconsistent brand presence that confuses customers and erodes trust. The solution, as Béres's research proves, is the use of Dynamic Image Templates on platforms like Meta's Dynamic Catalogue Ads.
The Science of Seeing and Selling
At the heart of the study is a simple psychological principle: our brains love consistency. When a brand appears with the same colours, typography, and logo placement every time, it reduces our "cognitive load." We process it faster, trust it more, and we remember it. Inconsistent branding does the opposite—it creates confusion and makes a brand instantly forgettable.
This is where creative automation platforms like POMS come in. As highlighted in the research, POMS's "Catalog Creative Factory" provides a system where a single, beautifully designed brand template can automatically generate thousands of unique, on-brand ads. Product photos, prices, and special offers are pulled directly from a product feed and seamlessly integrated into the template. This ensures every single ad, for every single product, perfectly reflects the brand's DNA.
The results are staggering. According to the study, this automated approach can lead to:
- Up to a 75.4% reduction in production costs.
- An 80% reduction in the manual workload for design teams.
- A guaranteed 95%+ brand compliance, eliminating costly mistakes.
Case Study: How Decathlon Conquered the Digital Shelf
To see this theory in action, look no further than the sporting goods giant, Decathlon. Facing the challenge of marketing a catalogue with over 51,000 products, the brand turned to a dynamic, template-based approach. The results, as detailed in the study, were phenomenal.
Using a single "meta-template," Decathlon was able to:
- Automatically generate 1,605 different ad variations for a single campaign.
- Reduce campaign launch time to less than one week.
- Achieve a 43% improvement in conversion rate and a 58% reduction in costs.
By leveraging Dynamic Catalogue Ads, Decathlon could serve hyper-relevant ads to users based on their browsing history, location, and even the local weather—advertising raincoats during a downpour, for example. This level of personalisation, combined with unwavering brand consistency, proved to be a winning formula.
The Verdict: Dynamic Ads Drive Real Results
And Decathlon isn't a one-off. The study aggregates data from numerous other top-tier brands, including REI Co-op, Atomic Skis, and The North Face, showing a clear pattern of success. Burton Snowboards, for instance, achieved an incredible 203% increase in its Click-Through Rate (CTR), while retailer Netshoes doubled its Return on Investment (ROI) after switching from static to dynamic ads.
On average, the research found that Meta's catalogue-based dynamic ads achieved:
- 76% higher Return on Ad Spend (ROAS).
- 47% higher Click-Through Rate (CTR).
- 36% lower Cost Per Acquisition (CPA).
For any brand in the sportswear and outdoor sector, the message of this study is clear: clinging to manual creative production is no longer a viable option. The future of effective digital marketing lies in the synergy of brand consistency, psychological principles, and smart automation. By embedding your brand's DNA into a dynamic template, you don't just create ads—you build a powerful, efficient, and profitable engine for growth.
The Bottom Line
This research makes an irrefutable case: dynamic image templates fed from product catalogues represent fundamental infrastructure for competitive digital commerce. The combination of dramatic cost savings (75%+ reduction), performance improvements (76% higher ROAS), and brand consistency (23% revenue increase) creates a compounding advantage that manual creative production simply cannot match.
In Béres’ words, “A template is not just a frame around a product photo; it is a strategic tool for sustainable business growth.”
As Decathlon’s case shows, dynamic templates and platforms like POMS are no longer optional add-ons — they are the foundation for scalable, data-driven brand communication in 2025 and beyond.
For marketers seeking to future-proof their brand presence in the algorithm-driven age of Meta Advantage+ and AI personalization, the message is clear: your brand’s DNA now lives in its template.