Facebook is using its knowledge of consumers’ online behavior
to help brands market their deals and destinations to travelers earlier in
their planning process.
“Trip consideration” is a new option that advertisers can
use to prioritize delivery to people who have shown general intent to travel
but have not decided where to go.
The strategy, known as retargeting, is powered by the data Facebook
collects as it monitors users’ behavior across the Internet.
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In a post on its Facebook Business blog, the company says an
example would be “a college student has demonstrated interest in spring break
at the beach by browsing travel-related pages but has not yet settled on a
specific location. Travel advertisers can now deliver ads promoting flight or
hotel deals to inspire the student to book his or her trip.”
Trip consideration works across Facebook, Instagram and the
service’s Audience Network.
Facebook says 68% of millennials found ideas for their most
recent trip on Facebook and 60% found their ideas on Instagram.
“Our True York City campaign was the first time we tested
trip consideration,” says Jason Berman, managing director of brand marketing
for NYC & Company.
“This new solution enabled us to deliver 61% more video
views and 58% more link clicks, all at a 29% more efficient CPC
[cost-per-click]. This has been our best performing strategy to date on
Facebook, and we look forward to using trip consideration for future campaigns.”