Facebook's ad platform now offers an optimization option called Trip Consideration, which targets users who are in the early stages of considering a trip.
The option rolls out as another addition to the options for travel advertisers, who also benefited from the launch of Dynamic Travel Ads in October of last year.
Unlike Dynamic Travel Ads, which retarget site visitors, Trip Consideration aims to reach people identified to be in the initial stages of looking for a travel destination based on behaviors exhibited on Facebook or Instagram. This could help advertisers reach more travel-ready millennials, in particular. The company says 68 percent of millennials found ideas for their most recent trip on Facebook, and 60 percent found them on Instagram.
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