Facebook extends retargeting to Instagram and travel

Rachael Micallef
By Rachael Micallef | 11 May 2016

Facebook is opening up retargeting ads on its photo-platform Instagram, as it looks to further drive consumers to buy on mobile.

As of next week in the US, Instagram will have Dynamic Ads, a dynamic and retargeting platform that is similar to the one launched on Facebook’s platform a year ago.

The platform sends users ads based on their interests or online activity. Facebook is also eyeing off the retargeting potential for the travel industry, with the launch of a dynamic ad unit designed specifically for the travel sector. It will start by suggesting hotels only but will eventually extend to include flights and events related to travel.

It is also ramping up its Custom Audiences tool with more details, allowing brands to prioritise different types of users.

According to Recode, Facebook director for monetisation product marketing Maz Sharafai says retargeting makes sense in the Facebook ecosystem because it will be able to cross-device track users, because they often log in to Facebook on multiple devices.

Facebook has had a mobile first positioning in the market for some time. At its last results announcement it said its mobile daily active users based reached 989 million and with monthly mobile active users hitting 1.51 billion.

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