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Facebook expands travel ads with trip consideration

Facebook has expanded its suite of travel ads products with trip consideration. Trip consideration helps travel advertisers reach people who have shown an intent to travel, but have not yet decided on a destination.

Facebook built dynamic ads for travel to help advertisers reach people interested in traveling with the most relevant ads, and now, with trip consideration, it claims that advertisers can reach people even earlier in the trip planning process. With trip consideration, advertisers can showcase deals and popular destinations to encourage people to book their next vacation at a specific destination.

Facebook’s company data shows that 68 per cent of millennials found ideas for their most recent trip on Facebook, and the same is true for 60 per cent of millennials on Instagram.

Trip consideration also claims to makes it easy for advertisers to deliver the right message with the right creative, giving advertisers the option to select the creative they want to show people, without having to provide a catalog. It can be used to drive action across Facebook, Instagram and Audience Network.

Christine Warner, Head of Industry, Travel, Facebook said, “Until now, hotel and flight advertisers have been connecting with travelers on Facebook based on their intent to go to a specific destination. But we know selecting a destination often comes later on in a booking journey, which is why we’re excited to introduce trip consideration. Advertisers can now be a part of the traveler’s planning process from the start, reaching and influencing people who have shown an intent to travel, but have not yet selected a specific destination for their trip.”

Trip consideration is also available through Facebook marketing partners including Adphorus, Koddi, MakeMeReach, Smartly.io and StitcherAds