Facebook Updates Mobile Ad Products

Facebook announced it is introducing a few updates to its various mobile ad products today, bringing dynamic ads to Instagram and making the format available for travel marketers. The social giant is also updating custom audiences on their ad network with new targeting options.

"As mobile commerce grows, Facebook is putting together a strong package of advertising products to help marketers retarget their customers and potential customers, in near real time," said Debra Aho Williamson, principal analyst at eMarketer.

Mobile is on pace to take an even bigger slice of the ecommerce pie this year, with mcommerce sales representing 32% of total ecommerce sales at $123.13 billion, according to eMarketer.

Some 60% of users learn about products and services on Instagram—according to an Instagram blog post—and 75% say they take action after being inspired by a post. However, Instagram still hasn’t proven itself to be a platform that drives sales, says Williamson, but marketers will be able to see for themselves what the platform can do with dynamic ads.



In terms of travel, eMarketer says that 101 million Americans will research a trip on a mobile device, and 59.3 million of them will actually book the trip on their device. Dynamic travel ads will serve ads for specific places and dates that customers have shown an interest in.

The new targeting options for Custom Audiences include frequency, time spent on specific activities, dynamic dates that a customer might be interested in, aggregated values of interactions, and what kind of device the user has.

"Reaching consumers when they are at the point of making a decision is a good thing, but as with any type of retargeting ad, it will be incumbent on both Facebook and its advertisers to make sure they have a solid grasp on their data,” says Williamson. “Retargeted ads often show products someone has already purchased, or is no longer interested in. That's never a good consumer experience."

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