Facebook overhauls Dynamic Ads, just for travel marketers

Facebook is jumping on the realisation for many travel brands that the omnipresent social network can be an important part of their marketing activity.

The company is this week relaunching the existing Dynamic Product Ads platform for marketers, so that travel brands can make their content more relevant to users of the site.

Whilst many have been sceptical about the effectiveness of Facebook as a challenger to Google Adwords, the pay-per-click programme used by most travel brands, some marketers are beginning to come round.

Last week, for example, TripAdvisor said it would be using Facebook and YouTube more in its marketing activity during 2016.

The new Dynamic Ads for travel will allow brands to target people that have expressed an interest in going to a specific destination and during specific dates.

Facebook says the new platform has been tested by a number of travel brands, such as Trivago and Marriott, with a gradual roll-out to other customers in the coming months.

The company says:

“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.”

This week will also see the launch of the existing Dynamic Ads platform for Facebook’s sister brand, image-sharing giant Instagram.

Whilst not apparently as powerful or relevant as the new Dynamic Ads on Facebook, brands can retarget users of their websites when they shift their activity over to Instagram.

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Kevin May

About the Writer :: Kevin May

Kevin May was a co-founder and member of the editorial team from September 2009 to June 2017.

 

Comments

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  1. Filo Farn

    Thanks Kevin. Did Facebook explain how this works? Is this first party data from Marriott that is being used or is Facebook providing data of its own from its data partnerships?

     
  2. Benjamin Dover

    I have yet to see travel advertising from Google or hotel/airline sites based on my past search history, that actually provides me with relevant offers. Typically I am (repeatedly) offered hotels in locations where i already stayed or decided not to stay. Let’s see if facebook can do it better.
    I believe the main issue faced is sparseness of data. I have little brand loyalty, and always check out different airlines on the route I want, different hotel sites for the location I plan to visit. Each site has very sparse data about my travel desires and pattern. Only in the case of a loyalty program does the site potentially have enough data to identify a pattern. But even then, one particular chain keeps sending me emails about Asia destinations despite that I moved to Europe 6 months ago.
    So let’s see if facebook can do it better.

     
  3. William Blake

    Thanks for sharing valuable information

     
 
 

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