What’s On

Facebook expands retargeted ads to Instagram

Instagram ads are going to become more personalised for users as Facebook is introducing the retargeting feature of dynamic ads on the platform. Dynamic product ads were launched on Facebook about a year ago.

Figures revealed by Facebook, show that 60 per cent 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. During the 2015 holiday season, nearly one in five purchases was on mobile, and it’s predicted that this year more than half of people who research travel online will do so on a mobile device.

More than 2.5 billion unique products have been uploaded to Facebook till now.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.

The company said in an official blog, “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.”

The social media giant is also launching the feature for the travel sector by introducing new travel-specific dimensions, including location and time. This will allow travel advertisers to show relevant messages to people who have expressed interest in traveling to specific destinations and during specific dates.

The blog explained, “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. 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.”

Shubhi Tandon

Shubhi Tandon is the Assistant Editor at Digital Market Asia. Fascinated by the evolving digital media industry, she has focussed on tracking developments in the Asia Pacific market since 2014.