We have all seen
retargeted ads, whether we are aware of it or not. You know when you’re surfing
the Internet and see an ad for the same dress that you looked at yesterday?
Yep, it’s retargeted. Or how about when you researched traveling to the great
Smokey Mountains and two days later saw an ad for luxurious cabins available in
the mountains? Sure thing, you’ve been retargeted once again.
Facebook calls their
retargeting ads “Dynamic Ads” after originally being known as “Dynamic Product
Ads”. Without much surprise, Facebook has extended their Dynamic Ads to their
recently acquired, Instagram.
Susan Buckner, the
market operations lead at Instagram declares that, “Instagrammers are visual
shoppers.” Buckner notes that users visit the social network at least six days
out of the week. Sixty percent of people claim to discover products and
services on Instagram with an astonishing 75 percent taking action after seeing
a post.
Dynamic Ads can be shown
on Facebook, Instagram, or any third-party site or app that is a part of the
Facebook Audience Network.
The travel industry has
been a huge success with these retargeted ads on Facebook as they can show
prices, availability, flight times, etc. on their ads to people who are likely
interested. Facebook even takes into account the demographics of their user.
For example, a high school student with a part-time job won’t be retargeted
with an ad showing ticket prices for a roundtrip flight to Australia even if
they were daydreaming about said trip yesterday. Why not? Because a high-school
student cannot afford that magnificent vacation, so it would be a waste to
target them.
This is huge for
advertisers; why not remind users of what they liked yesterday while they’re
scrolling through their Instagram feed? Advertisers have a captive audience who
is very visual, might as well fulfill their desires with creative and relevant
ads.
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