Dive Brief:
- Facebook and Instagram are giving marketers a new target segment from Thanksgiving to New Year’s Day – the holiday shopping season.
- The new segment will allow marketers to “reach the most engaged and scaled audience related to the season, such as holiday planning and retail-related activity," Adweek reports.
- The segment will be based on interaction with posts including holiday theme keywords.
Dive Insight:
Marketers looking to find a highly engaged audience around holiday keywords are in luck with Facebook’s new holiday ad targeting segment for both Facebook and Instagram.
The segment can be found in the “behaviors” section within the “seasonal and events” category and will be available from Thanksgiving to New Year’s Day. A spokesperson for the social network told Ad Age brands can use the new ad targeting for any ad format on either platform.
Facebook has actively been courting retailer ad dollars with new formats that add shopping sections to company pages, offer product catalogs and even data insights into foot traffic around brick-and-mortar locations.
Facebook isn’t the only social media platform to spice up its advertising offerings for the holidays. YouTube took TrueView for Shopping and Shopping video ads out of beta and made the formats available to all marketers in time for the holiday push.
