Facebook DAT now includes Broad Audiences, which allows advertisers to serve dynamic advertisements to users who have expressed destination-level intent but haven’t been to the brand’s website or app.
This presents an opportunity to drive incremental bookings from new customers while driving site traffic down the funnel to increase retargeting audience size.
Even though the largest players in the travel industry have DAT retargeting integrated into their “always on” media mix, Facebook is still iterating on the product frequently and driving new innovations. What this means for advertisers is that they can use DAT to address awareness and consideration through direct response and customer loyalty.
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