You’ve seen it happen before. You shop for something on a site like Amazon, but you don’t end up making a purchase. Perhaps you leave the item in your shopping cart to mull things over. Perhaps you just browse for something for a few moments and don’t get as far as the shopping cart. However, once you click over to Facebook, you miraculously see an ad for the very thing you were thinking of buying! Is it random? Is it psychics? No, it’s definitely on purpose and it’s a new technology called dynamic ads. And it’s about to show up on another Facebook owned property – Instagram.
Instagram announced that they are introducing this form of ad, which had been available on Facebook since 2015. Now, if you go to a website while signed in to your Instagram account, any browsing you do on other sites might influence the ads you get shown. The dynamic ads on Facebook are allegedly very effective, and it seems Instagram will be the same. Marriott Hotels has been one of the early adopters of the new Instagram ads, and they say they have seen a return of $20 for every $1 spent. That’s huge. “Facebook’s Dynamic Ads for travel allow us to target our messages in the right context across devices with both scale and precision,” Karin Timpone, the Global Marketing Officer for Marriott told Ad Week.
This new development doesn’t really mean you will be seeing more ads on Instagram, it just means that the ads you do see will be more relevant for users and will make more ROI for advertisers too, which has already been demonstrated by the few brands who have tried this out on Instagram. Will you try dynamic ads on Facebook or Instagram? If you’ve already tried them, how did they work for you?
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