FACEBOOK TAKES RE-TARGETED ADS TO INSTAGRAM

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Facebook management and marketing has stepped into the limelight once again with it dynamic product ads now being visible on Instagram. The ads don’t simply show retail products; rather, hotel room pricing and availability can be seen as well, offering travel brands with a promising marketing platform.

Every now and then, we notice ads popping up on our Facebook feed and now, get ready to se these on Instagram as well. Previously called ‘Dynamic Product Ads’ and now changed to ‘Dynamic Ads’, these advertisements are not just about products anymore- thanks to this innovation, travel brands can now make use of these ads to advertise their hotel room to those who are looking to make a trip. The Facebook ad expansion to Instagram was something that was expected, with both social media platforms being mirror images of the other. Facebook also started allowing brands to target and buy Instagram ads in pretty much the same way they do Facebook ads and the only major difference is the audience that a brand can now target to show an ad.

Digital marketing has revolutionized marketing and as we all now, Instagrammers are visual shoppers and according to a study, shoppers who visit Instagram nearly every day of the week and nearly 60% of people found products and services via Instagram. Besides the audience on Instagram, its version of the Dynamic Ads is the same as the Facebook ads. The format is essentially similar to what you can leverage on Facebook and as with Facebook, brands can only run images in ads with the added option of showing one of more photos in a single ad on Instagram too. Business brands can upload about two million products to Facebook and the based on the data, the ads will be visible to the targeted audience.

Ever since Facebook launched the Dynamic Product Ads in early 2015, brands have uploaded more than 2.5 billion products. With this huge success, Facebook started to make these ads better suited for other marketers as well, such as the travel brands, in particular. Presently, the travel version of the Dynamic Ads is only limited to hotel room and people who check out hotels on a certain website or book a flight on a different site can now be targeted with ads for rooms in the city there are planning on visiting. These ads will be displayed with the current availability of rooms and prices, making the whole idea of travel a lot easier for people and offering a major marketing boost for travel brands. In addition to this, brands will also be able to target audience based on the proximity of where a person will be traveling, the booking window and class of the hotel. In order to make these types of recommendations, Facebook will be taking into consideration what a person did on a travel website in addition to demographics and other information from their personal Facebook profiles.

Digital marketing taking this level of personalization has been unheard of before and as usual, Facebook has once again emerged as the frontrunners on the social media arena, together with Instagram and both these social media giants offer brands and clients a better experience. Presently, the travel version of the Dynamic Ads can only be run on Facebook but it is proposed that the company plans on bringing them on to Instagram and its third-party ad network as well. Eventually, they plan on branching this out to promote other types of travel booking which is likely to include flights and rental cars. We will just have to wait and see.

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