Facebook opens Collection ad format to Dynamic Ads for Travel campaigns

Ahead of the vacation traveling season, Facebook is devoting airline and hotel brands new tools to catch peopleas attentions.

Brands retargeting travel-minded customers through Facebookas Dynamic Ads for Travel product can now use its full-screen, immersive Collection ad format for their campaigns, the company announced on Monday.

FacebookA introduced the iAd-like, mobile-only ad format in March 2017 for retailers who want to not only showcase their wares but sell some by linking a splashy photo or video to a product catalog. Now the company is expand the brand-friendly, performance-minded ad format to airline and hotel brands that want to win over holiday travelers.

In addition to extending its latest eye-catching ad format to travel advertisers, Facebook is adding got a couple of new cosmetic features for these marketers to grab peopleas attention while they scroll through their News Feeds.

Now, when a Dynamic Ad for Travel campaign appears in a personas feed, Facebook will top it with a list of their friends who have previously traveled to the city being advertised, similar to the route Facebook lists which friends have liked an advertiseras Page atop a regular News Feed ad. And to make it more likely that a person may be interested in booking a journey, advertisers can now include the price of a flight or hotel room as an overlay atop the images in their ads.

Facebook’s Dynamic Ads for Travel can now feature social context( left) and pricing overlays( right ).

While airline advertisers can only list actual costs in the overlay, hotel marketers can also feature a strike-through price to indicate a discount or the discounted percentage, according to Facebook’s Advertiser Help Center. Brands can customize the shape of the overlay, where it appears atop an image, its font and the color of its background and text.

Read more: marketingland.com

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