Facebook expands reach for Flight Ads

Anne Freier

In Mobile Advertising. September 10, 2018

Facebook is boosting its travel adverts by expanding the Flight Ads format to reach audiences through more specific tailoring.

In other words, the social network is looking to make its travel ads more relevant for people interested in travel by introducing Flight Ads. The format allows airlines to reach potential travellers based on their visits to related Pages, websites and apps.

Before Flight Ads, airlines were able to retarget potential customers through site visits. The changes are likely to result in greater audience reach.

“Opening up prospecting for Flight Ads has made a huge difference on our campaign performance,” explained Simon Lejeune, head of user acquisition at Hopper. “Our cost per install dropped by almost 20% on Facebook and the interaction rates skyrocketed due to the increased relevance of the ads.”

Initial testing with Air France resulted in cost per search dropping 66% whilst targeted searches to its website increased. Meanwhile, airfare forecasting app Hopper reported a 20% reduction in overall cost per app install.

Facebook users can of course manage their advertising preferences and opt out of seeing Flight Ads.

The addition will be available on the Audience Network and Instagram as well.