Facebook adds its Dynamic Ads product to Instagram


Dive Brief:

  • Facebook has expanded its Dynamic Ads retargeting product to Instagram.
  • Explaining how marketers might find retargeting valuable on Instagram, in a blog post Facebook pointed out 54% of people are spending a majority of their time in mobile apps. Meanwhile, 60% of Instagram users reported discovering new products on the platform, 75% say they’ve taken action after seeing a product post, and almost 20% of 2015 holiday purchases happened on a mobile device.
  • Facebook also rolled advanced options for Custom Audiences from advertisers’ websites with new targeting options including: website behavior frequency, website time spent, dynamic date ranges for specific behaviors, and device targeting.

Dive Insight:

Retargeting can be a powerful online advertising tactic. With consumers spending more time and money on mobile, it’s crucial for marketing campaigns to be timely, relevant and tailored.

The addition of Dynamic Ads to Instagram will automate product advertising with items people have expressed an interest in as well as items related to the ones they’re interested in or already purchased. Facebook says that over 2.5 billion products have been uploaded to the site to date, and the social network says that through this addition, advertisers will be able to better promote relevant products to consumers who have browsed their products across both Facebook and Instagram.

“While many advertisers already use Instagram to promote their products, manually tailoring ad creative and targeting for every product in their catalog is time-consuming,” a Facebook blog post says. “Now with Dynamic Ads, advertisers can showcase every one of their products automatically with dynamic creative and targeting, so they can show the right product to the right person every time.”

Facebook has been active in not only rolling out new ad formats, but also making advertising across the parent platform and Instagram as seamless as possible for marketers. Bringing new retargeting capabilities to Instagram is part of that process.

Source: www.marketingdive.com By David Kirkpatrick


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