Facebook is Helping Travel Advertisers with Its Trip Consideration Tool
Justin Lam — March 7, 2018 — World
References: travelweek & adweek
Facebook's new Trip Consideration tool gives travel brands the ability to shape vacationers' plans from start to finish. The tool works by tracking users' travel-related searches and will then offer the data to travel advertisers so that they can push ads promoting flights or hotel deals. The Trip Consideration tool will be available by Facebook, as well as through Facebook's Marketing Partners, including Adphorus, Koddi, MakeMeReach, Smartly.io and StitcherAds.
The implementation of the Trip Consideration tool came as a result of targeted research that found that 68% of Millenials turn to Facebook for travel inspiration. The tool gives advertisers the info needed to leverage insights and behaviors across Facebook as well as Instagram, and will ensure that targeted ads are better tailored for every user. Several companies have already begun to use the tool, including EF Ultimate Break and NYC & Company.
The implementation of the Trip Consideration tool came as a result of targeted research that found that 68% of Millenials turn to Facebook for travel inspiration. The tool gives advertisers the info needed to leverage insights and behaviors across Facebook as well as Instagram, and will ensure that targeted ads are better tailored for every user. Several companies have already begun to use the tool, including EF Ultimate Break and NYC & Company.
Trend Themes
1. Targeted Travel Advertising - The Trip Consideration tool enables travel advertisers to target users based on their travel-related searches, creating more personalized and effective ad campaigns.
2. Data-driven Marketing - By tracking users' travel-related searches and providing data to advertisers, Facebook's Trip Consideration tool allows for more data-driven marketing strategies in the travel industry.
3. Social Media Travel Influence - With 68% of Millennials seeking travel inspiration on Facebook, the Trip Consideration tool highlights the growing influence of social media platforms in shaping travelers' plans.
Industry Implications
1. Travel Advertising - The Trip Consideration tool presents a disruptive innovation opportunity for travel advertisers to improve targeting and create more impactful ad campaigns.
2. Digital Marketing - The data-driven approach of the Trip Consideration tool offers disruptive innovation potential for digital marketers to optimize advertising strategies based on user behavior and insights.
3. Social Media Advertising - With Facebook and Instagram serving as platforms for the Trip Consideration tool, social media advertising has an opportunity for disruptive innovation by leveraging user data for targeted travel ads.
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