Advertisers on Instagram are now able to retarget users as the social network adds Dynamic Ads – a retargeting unit that Facebook launched last year – to its platform. This ad product enables data-driven ad customization so that users are served relevant ads based on their online activity and interests. Facebook is also rolling out two updates to its ad products: a Dynamic Ad unit specifically designed for travel brands and more control on its “lookalike” custom audiences so that advertisers can prioritize different types of users to focus on.
What Brands Need To Do
Instagram has been following the steps of its parent company Facebook in improving its ad products and making its platform more brand-friendly. The photo- and video-sharing network currently serves over 200,000 monthly active advertisers. This new addition should be helpful to brands, especially those in the travel sector, for reaching target consumers more effectively on Instagram.