Facebook Expands Its Dynamic Ads for Travel to Airlines
Photo Credit: Facebook is hoping to attract more airline advertisers with its newest product, Dynamic Ads for Travel for flights, which is geared toward mobile users. Pictured here are images from Cathay Pacific's Dynamic Ads for Travel. Facebook
Skift Take
The bigger question here is this: Should airlines and their travel peers be investing more in social versus search?
Just as it did last May, Facebook is rolling out new Dynamic Ads for Travel on its platform as well as on its Instagram brand, only this time, instead of being geared toward hotels and destinations, it's tailored toward airlines.
"It's fundamentally the same," said Christine Warner, Facebook's head of travel. "The only thing that's different is that we're able to allow our partners to optimize against route and schedule, which is unique to flights versus hotel remarketing." For either Facebook or Instagram. the process is the same for advertisers.
If Facebook and Instagram's early success with Dynamic Ads for Travel for hotels and destinations is any indication, it seems that these advertisements for flights have the potential likewise to be impactful.
Melia Hotels, for example, increased return on investment 6.7X versus its legacy retargeting campaign when using Facebook's dynamic ads for hotels, for example.
Warner also noted that one of its
