[SMK] Social Media Knowledge


Facebook gives Travel Brands more Influence

Facebook has unveiled a new tool allowing travel brands to shape holiday makers’ travel plans before they’ve even chosen a destination.

An edge for travel advertisers

In an effort to appeal to perspective travelers, Facebook introduced a new ad product enabling brands to target users before they have even chosen a destination with Trip Consideration.

The ad-feature is separate from Facebook’s dynamic ads for travel, and incorporates the social network’s existing targeting options available through Instagram and Facebook.

According to Facebook Head of Travel Christine Warner, 43 days is the average time it takes for perspective travelers to choose a destination and prefer booking through their mobile device.

Globetrotting Millennials

According to a recently commissioned GfK survey, 68% of millennials use Facebook to amass travel ideas, with 60% of Instagram users doing the same.

The new ad-product is currently available through Adphorus, Koddi, MakeMeReach, Smartly.io, and StitcherAds, with plans to expand to other advertisers later this year.

Conversation rates around travel plans have risen 49% since launch, proving Facebook may have found yet another opportunity to increase ad revenue.

In light of Facebook’s recent loss of users, they might need all the help they can muster.

What are your thoughts on the new travel-ad reach of Facebook? Have you been planning trips through mobile? Give us your thoughts in the comments below.

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