Facebook Touts Ad Tool Innovation

Effectively connecting online and offline retail experiences remains a weak point for Facebook and its brand partners.

That’s why the social giant is so excited about Flightplan -- a self-serve ad tool that combines dynamic product ads and local awareness ads to promote locally-available products to people near a physical store.

Using local inventory data and dynamic retargeting, Flightplan helps retail companies with multiple locations to build national and global ad campaigns with local relevance.

To show its appreciation for the tool, Facebook just gave its Innovator of the Year award to Flightplan’s creators at adMixt.

Among other efforts to address ad challenges, Facebook hosts an annual competition among its marketing partners to see which one can come up with the most original and useful tools.



This year, Facebook is also recognizing Brand Networks and its Collision Management tool, which tells multitiered brands and businesses with multiple retail locations if their Ad Sets are competing for the same audience in the ads auction.

Collision Management shows businesses the audience overlap across their Ad Sets and helps them to set sequencing and frequency parameters for each Ad Set to make sure that their ads don't compete for delivery.

In Facebook’s eyes, another innovator this year was Datalogix and its Relevancy Engine, which helps grocery stores reach existing customers on Facebook with personalized coupons, recipes, and deals.

Using the Relevancy Engine, advertisers can use information about past aggregate and anonymous purchases in stores with dynamic product ads to deliver promotions to actual and likely customers on Facebook.

Kenshoo was also recognized for its Digitizing Circulars tool, which can be used for building digital circulars that live within Facebook carousel ads and can be saved locally on users' devices for redemption at a later time. The tool includes a push notification component that sends a message about saved circulars when people are near a retail location.

In addition, Smartly.io also got a nod from Facebook for its image template tool called Dynamic Image Templates, which makes it easy for advertisers to edit thousands of product images pulled in through dynamic product ads.

The image template tool enables advertisers to adjust image sizes, add dynamic text and add different shapes and color filters to make product ad images easy to manage.

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