Exclusive: Facebook announces new ways to drive sales

Facebook has exclusively shared with Travel Weekly a variety of product updates to Facebook and Instagram to help advertisers drive demand and sales of their travel products and services.

With Dynamic Ads for travel, advertisers can show relevant messages to people who have expressed interest in travelling to specific destinations and during specific dates.

These new solutions address two trends that are completely reshaping how people discover products and experiences, that people are spending more time on mobile, where they search less and browse mobile websites and apps more and the fact mobile has quickly become a place where people discover, peruse and purchase.

Research from ComScore shows one in five mobile minutes are spent on Facebook and Instagram. Additionally, over 2.5 billion products have been uploaded onto Facebook and 440 million people have viewed products in Dynamic Ads in the last three months, according to internal Facebook data.

As people discover information, products and experiences in through online and mobile, advertising strategies have to change to keep up. Businesses need to understand the new ways people are showing interest in a product. Using that information, they can offer highly-relevant messages to people where they are spending their time: in their favourite mobile apps.

To help businesses do just that, Travel Weekly has exclusively been advised of 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.

Users can expect expanded 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.

To help travel advertisers connect with people planning and booking trips across devices, there is also extended power of Dynamic Ads with the introduction of 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.

Marriott International global marketing officer Karin Timpone commented on Facebook’s Dynamic Ads for Travel, saying “it allows 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.”

Dynamic Ads for travel are currently in testing with several advertisers with updates soon when Dynamic Ads for travel are more widely available across Facebook, Instagram and the Audience Network.

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Email the Travel Weekly team at traveldesk@travelweekly.com.au

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