New Facebook Tool Helps Travel Marketers Reach Dreaming Consumers
Today’s possibility of a third nor'easter in a little more than a week may have consumers dreaming of more than skiing and binge-watching shows. Travel marketers are already helping threepeat-dreading East Coasters imagine sun and sand. And now, Facebook has a tool to help them plan their trips.
Even as the snow and rain hit the East Coast today, Facebook’s “Trip Consideration” tool is helping marketers reach consumers who only know that they want to get away. Maybe the consumers started out perusing blog posts like the one Expedia published yesterday on viewfinder, “8 Family-friendly Spring Break Activities Around the Globe.” And it makes sense that they may have to remain fantasies for the time-being, because AccuWeather is reporting that the storm may halt travel for part of the week. So here’s what Facebook’s Trip Consideration feature means for marketers.
In the March 6 post in Facebook Business announcing the feature, the piece reads:
“We're introducing trip consideration to help travel advertisers reach people who have expressed intent to travel, but have not yet decided where to go.
We know this type of travel discovery and trip planning is already happening across our platforms. In fact, 68 percent of Millennials found ideas for their most recent trip on Facebook, and the same is true for 60 percent of Millennials on Instagram. That's why we wanted to give travel advertisers a way to reach people where they're already finding inspiration for their next trip.”
To pick this option, travel marketers can go to the “optimization for ad delivery” option and select “prioritize delivery to people who plan to travel.” Brands can use static creative they select, rather than the catalog needed for Facebook’s “Dynamic Ads for Travel” option, the Facebook announcement says. The dynamic ads target consumers with relevant creative further along the customer journey, closer to purchase.
The Facebook announcement says:
“Trip consideration works in conjunction with existing targeting options to help advertisers deliver ads to the right people at the right time, and can be used to drive action across Facebook, Instagram and Audience Network. Brands are already seeing the value of trip consideration to inspire travelers to take action.
Trip consideration is also available through Facebook marketing partners, including Adphorus, Koddi, MakeMeReach, Smartly.io and StitcherAds. And later this year, we will be extending trip consideration to help further brand-building objectives, as well.”
What do you think, marketers?
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