Tim Peterson says, “Facebook has been trying to help boost retailers’ online sales for years. But online remains the future of retail, and brick-and-mortar still the present, with in-store sales accounting for 92.5 percent of total US retail sales in the second quarter of 2016. So the social network has been putting a lot of attention toward how it can aid on the in-store front, pushing people from their phones to the checkstand.

“For us solving for this mobile-to-store challenge is one of the biggest and most important opportunities for us to be spending our mindshare on,” said Facebook director of monetization product marketing Maz Sharafi.

To help brick-and-mortar retailers push more in-store sales — and to help itself get more of their ad budgets heading into the holiday shopping season — Facebook is rolling out a new ad format that highlights available products at nearby stores and a way to aim those ads at people who are most likely to make it into the store.

Abercrombie & Fitch, Argos, Macy’s, Target and Williams-Sonoma were the first brands to test the new ad format, which Facebook is calling Dynamic Ads for Retail, not to be confused with theoriginal Dynamic Ad (née Dynamic Product Ad) format introduced last year or the travel-specific version unveiled earlier this year“.

Facebook’s new retail ads show in-store product availability, can be aimed at likely visitors

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