A dynamic start
2017 has begun with two new marketing options from Facebook.
On Tuesday the rules for targeting Dynamic Ads changed significantly. Back in 2016 Dynamic Ads could only retarget users who had viewed specific products on the advertiser's own web site or app. Now they can be targeted based on signals including Facebook user activity and even interactions with a competitor's web site or app. The implication is that Dynamic Ads can now be used to extend reach instead of just frequency. Marketing Land provided the details on how the new targeting will work and Jon Loomer published a hands-on explaining how Dynamic Ads function and why the update could greatly benefit smaller retailers.
Then yesterday Facebook's Instagram announced that “you'll soon be able to run immersive, full screen ads in stories”, along with the news that their version of stories had reached 150 million daily average users. For comparison, 150 is also the number released by Snapchat for their stories last June. Social Media Today provided an overview of the program and Digiday looked at the reasons that agencies are optimistic on the potential of the videos supported by Facebook advertising friendly infrastructure.