What Happened
On Tuesday, Facebook announced a new ad product called “dynamic ads for retail” that are designed to only appear when the advertised product is actually in stock at local stores. They allow retailers to plug in brick-and-mortar inventory and serve ads for products that are available at a location close to the users seeing them. Retailers such as Abercrombie & Fitch, Argos, Macy’s, Target, and Williams-Sonoma are currently testing this new ad product, which Facebook says will be rolled out to more brands in the coming weeks.
What Retailers Should Do
This ad product offers retailers a great way to sync up their local inventories with their Facebook campaigns, bridging the gap between physical availability and digital promotions. Retailers should take advantage of this location-based, dynamic ad product to reach shoppers in a more effective way.
To learn more about how retailers can make use of the digital tools available to reach shoppers across platforms, check out the Boundless Retail section of our Outlook 2016.
Source: AdWeek
