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Facebook customizes ads to local inventories

Written by Tom Ryan

Source: Facebook

Facebook has introduced "dynamic ads" that enable retailers to showcase products available in the store that's closest to the person seeing the ad. Early last year, Facebook introduced "product ads" that were tailored to an individual based on their activity and interests. With dynamic ads, messages are further customized based on nearby product availability, pricing or promotions. The goal is to reduce the occurrence of out-of-stocks or inaccurate local price information for items shown in the ads. “If a fashion retailer wishes to advertise a nationwide sales event happening at every store, dynamic ads for retail will only showcase products that are in-stock at a nearby store and display the price found at that location,” Facebook wrote on its blog. “As the ads are linked to the local product catalog, if a product sells out in one store the campaign automatically adjusts so that people in that region will no longer see it advertised.” Dynamic ads offer a number of features designed to further optimize the shopper experience:
  • Local availability: An availability indicator on the ad shows people that a product is in-stock at a store near them with a link to directions for that store;
  • Product summaries: Facebook-hosted product summaries can give potential shoppers information on product details without the need to leave the Facebook app;
  • Different actions: Product summaries can offer ways to contact the nearest store, buy online, or save the product for future reference;
  • Similar products: Similar products available at the nearest store can be featured “so people can browse the aisles right from their phone.”
Facebook is first testing the ads with Target, Macy's, Abercrombie & Fitch, Argos and Pottery Barn before instituting a wider rollout. “It truly allows us to personalize product ads based on online behavior and inventory at the nearest Macy’s store,” said Serena Potter, group VP digital media strategy, Macy's. Facebook also introduced new optimization tools helping retailers reach customers more likely to visit their stores. Google has similarly introduced a number of updates to link shopping ads to image search, local inventories and in-store pickup links.

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