• by Colin Kirkland , September 17, 2024

To help advertisers “reach customers with the right message at the right time,” Meta is rolling out new ad offerings for the upcoming holiday season, including easier-to-apply discount codes, updated reminder ads, in-store shopping promotions and more.

Now, advertisers can highlight their promo codes on overlay ads, encouraging more efficient purchases by alerting customers that the discount code will be automatically applied at checkout.

The tech giant says it is also beginning to introduce these features to Instagram Reels, while testing first purchase offers and personalized discounts to drive more interest in in-stream offers.

Reminder ads -- which notify people of an upcoming event, launch or sale -- are also getting an update for the holidays. With added “Shop now” prompts, advertisers are now able to direct people to a mobile app to help them make an in-app purchase and notify them of an offer more frequently.

Meta says that with more notification options, advertisers should be able to increase the demand for seasonal sales by informing users when specific deals will start and when they will end, keeping offers at the forefront of consumers’ minds while they scroll through their feeds.

In addition, businesses can now use site links to add multiple landing pages to a single image or video ad on the Facebook Feed.

With one click of an ad, people can now go directly to a specific landing page for various categories, such as a beauty company that offers skincare, makeup, fragrance and holiday-specific products, Meta explains.

Because tourism often increases over the holidays, Meta is also trying to help businesses reach tourists and visitors in their city or region.

This fall, Meta says it will begin testing the ability for advertisers to show ads “to people mostly likely to shop in-store,” highlighting nearby locations, while introducing a new way for businesses to show ads to people interested in a certain location.

“For example, if a person is planning a trip for the holidays and engaging with social content or searching for new things to do in that city, they may receive ads from businesses looking to capture seasonal sales,” the company says.