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Facebook (FB) Announces New Dynamic Ads for Instagram, Travel

May 10, 2016 11:03 AM EDT

Facebook (NASDAQ: FB) posted the following to its advertising blog on Tesday:

Right now a single trend is completely reshaping how people discover products, information and experiences: people are spending more time on mobile and in apps.
And being on mobile has influenced how people discover, browse and purchase. In the US, for example, people are spending the majority (54%) of their time on mobile in mobile apps.1 Sixty percent of people on Instagram say they discover new products on the platform, while 75% say they’ve taken action after being inspired by a post.2 Plus, during the 2015 holiday season, nearly 1 in 5 purchases was on mobile,3 and it’s predicted that this year more than half of people who research travel online will do so on a mobile device.4
As people discover information, products and experiences in this fashion, advertising strategies have to change to keep up. Businesses need to understand the new ways people are showing interest in a product. And, using that information, they can offer highly-relevant messages to people where they are spending their time: in their favorite mobile apps.
To help businesses do just that, today we’re announcing a variety of product updates to Facebook, Instagram and the Audience Network to give advertisers new ways to drive sales of their products in more places across mobile and desktop. We’re expanding functionality for Dynamic Ads (formerly called Dynamic Product Ads) and adding new advanced capability to Custom Audiences from your website. These updates help advertisers identify and connect with their most valuable website visitors and mobile app users. They also reflect our commitment to make Facebook, Instagram and the Audience Network the most effective platforms for driving sales on mobile.
Dynamic Ads for Instagram
Relevance is key in any marketing campaign, but as retail and ecommerce businesses look for better ways to connect with shoppers on mobile, there’s a huge opportunity to offer highly-relevant messages to the people who are browsing and shopping on websites and in mobile apps. To help marketers connect with shoppers in new places, today we’re extending a product to Instagram that many Facebook advertisers are already using with great success: Dynamic Ads.
Dynamic Ads automate product advertising by showing people ads featuring items they’ve expressed interest in—either by viewing it or adding it to their cart—or items related to ones they’ve shown interest in or purchased. And now businesses using Dynamic Ads can can easily connect with more potential customers on mobile.
To date, more than 2.5 billion unique products have been uploaded to Facebook.5 Now, by extending Dynamic Ads to Instagram, advertisers can promote relevant products to shoppers who have browsed their website or mobile app across two platforms where people spend much of their time—Facebook and Instagram. While many advertisers already use Instagram to promote their products, manually tailoring ad creative and targeting for every product in their catalog is time-consuming. Now with Dynamic Ads, advertisers can showcase every one of their products automatically with dynamic creative and targeting, so they can show the right product to the right person every time.
After seeing success with Dynamic Ads on Facebook, Canada-based jewelry retailer, Jewlr, was one of the first businesses to try Dynamic Ads on Instagram. Their campaign targeted people in the US who viewed or added a product to their cart from the Jewlr website, but hadn’t followed through with a purchase. So far, Jewlr is seeing strong results with their Dynamic Ads on Instagram, with a return on ad spend exceeding 3X.

To run Dynamic Ads across all of our placements, simply select Instagram and Audience Network under “Placement” when creating your Dynamic Ad.
Introducing Dynamic Ads for travel
This year, it’s predicted that 73% of people in the U.S. will research a trip on mobile.6 To help travel advertisers connect with people planning and booking trips across devices, today we’re also extending the power of Dynamic Ads by introducing new travel-specific dimensions, including location and time. With Dynamic Ads for travel, advertisers can show relevant messages to people who have expressed interest in traveling to specific destinations and during specific dates.
Dynamic Ads for travel empower travel advertisers to offer hotel options to people who have shown interest in taking a trip, either by browsing hotels or searching and purchasing a flight. For example, a travel business can connect with people who viewed a hotel on their website by showing them an ad featuring the hotel they viewed along with similar hotels in the area. Advertisers can now also help people complete their trips by showing relevant hotels to people who have purchased flights on their website or in their app. And to help advertisers offer people the best experience, the hotel options shown include dynamic availability and pricing, so people always see the most up-to-date information.

Dynamic Ads for travel allow us to target our messages in the right context across devices. We jumped at the opportunity to be first in our industry and to evolve our messaging from a single transaction at one point in time to an ongoing guest relationship that drives deeper engagement for a longer period of time.” - Karin Timpone, Global Marketing Officer, Marriott International
Facebook’s Dynamic Ads solution is one of the most effective retargeting solutions available in the market. It adapts quickly to our needs and helps us drive significant traffic to Trivago properties. Using Dynamic Ads, we’ve seen a 1200% year-over-year increase in return on advertising spend, and we’re eager to test the new capabilities that Dynamic Ads for travel allow. The possibility to manage, target and build campaigns with our Facebook Marketing Partner, Adphorus, has really helped us scale.” - Thomas Wrobel, Head of Global Performance Marketing, Trivago
Dynamic Ads for travel are currently in testing with several advertisers. We’ll provide updates when Dynamic Ads for travel are more widely available across Facebook, Instagram and the Audience Network.
What our partners say about Dynamic Ads
Criteo is pleased to be a Facebook Marketing Partner using Dynamic Ads to help clients maximize their ability to engage consumers and drive sales through mobile. According to Criteo research in analyzing more than two billion transactions, we have found that four in 10 purchases involve a cross-device journey. As consumers increasingly browse and buy on mobile, Dynamic Ads empower our clients to reach people on Facebook across all devices. Five thousand Criteo clients are already utilizing Dynamic Ads and are collectively seeing a 10 to 15 percent increase in sales by activating it.” - Eric Eichmann, CEO, Criteo
Updates to Custom Audiences from your website
Today we are also rolling out advanced options for Custom Audiences from your website to help advertisers differentiate between and connect with visitors who display different types of behavior on their website. The new options address the fact that some website visitors are more valuable to a business than others.
For example, if a business knows that someone who visits their website once a week is more likely to make a purchase in the next 30 days, they may focus their efforts on connecting with people who have visited their website in the last week. The updates to Custom Audiences empower advertisers to do just that.
The new targeting options for Custom Audiences from your website are:
  • Frequency: how many times someone does a certain thing, like visit a page
  • Time spent: how much time someone spent doing a certain thing, like exploring a website or viewing a specific page
  • Dynamic date: a range of dates the person has shown interest in, like for a flight or a hotel reservation
  • Aggregated values: total amount a person has spent
  • Devices: including Android, iOS devices, desktop and other mobile devices
These advanced behavior criteria enable advertisers to move beyond creating audiences based solely on web page visits and events to being able to segment their audience by the intensity of their interest. Creating audience segments in this way also helps advertisers understand and bid the true value of an action from a person, so they can drive conversions more efficiently across devices.
For over a year The New York Times has been using website Custom Audiences to drive subscriptions by creating audiences made up of people who are most likely to subscribe. With Custom Audiences, they have been able to reduce their cost per subscription from Facebook advertising by 25% and increase the volume of subscription conversions by 2.3 times.
The Times is committed to both reaching new readers and habituating our existing reader base. Custom Audiences from your website has proven to be an effective tool in helping us segment our audience by interest and engagement-level and serving them a relevant piece of content or creative. The latest features, which include frequency and time spent targeting, have given us greater flexibility in identifying our most engaged readers—and getting them to subscribe. By focusing on reader behaviors and their relationship with The Times through the Custom Audience tool, we’ve more than doubled the number of monthly subscriptions acquired through Facebook marketing, while significantly reducing our costs per acquisition.” - Mat Yurow, Director of Portfolio Performance, The New York Times
Over the coming months, the advanced features for Custom Audiences from your website are rolling out to advertisers using Power Editor and the API.
Drive more sales across devices
These updates empower advertisers to sell more effectively from Facebook, Instagram and the Audience Network. With the new features for Dynamic Ads and Custom Audiences from your website, advertisers can share highly relevant messages across devices to encourage people to purchase the things they’ve express interest in.
We’ll continue working to make Facebook, Instagram and the Audience Network the most efficient and effective places to drive sales and will provide updates when we have new features and products to share.


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