Instagram rolls out a targeted marketing feature

The new ‘dynamic ads’ enable marketers to show users brand posts of items they’ve previously searched for on their mobile devices. How will young consumers respond?

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Many brand managers are moving to embrace the trend—and a recent announcement from Instagram might make it even easier.

On Tuesday, Instagram rolled out “dynamic ads,” which will show users ads based on what they previously searched for using their mobile devices. In a blog post, the company explained:

While many advertisers already use Instagram to promote their products, customizing creative with the right targeting for each and every product takes time—but is important for driving performance. Dynamic ads on Instagram let you promote the right products to the right person at the right time. When someone visits your website or mobile app, then later looks at Instagram, they’ll be served an ad featuring multiple, related products from ones they were browsing on your site or app. Because of this, dynamic ads are highly relevant for our community—allowing users to explore and engage with the products they care about. And, since dynamic ads are always active, they’ll continually reach customers with the right product on Instagram.

The ads will run in a carousel format, so marketers can show off several styles and variations of a previously viewed product. They can also use the format to display similar items that the viewer might like.

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