Get ready to elevate your advertising game on Facebook and Instagram Reels! Meta has just rolled out new features that aim to streamline the campaign creation process for advertisers and enhance the user experience for shoppers. With these exciting additions, such as collection ads, multi-destination Reels carousel ads, swipe left functionality, and more, Meta is making it easier for you to create engaging and high-quality ads that drive results. These new tools not only save you time but also ensure that potential customers have a seamless and enjoyable shopping experience, increasing the likelihood of conversions. Discover how Meta’s latest features can level up your ad campaigns and boost your sales.
Collection ads
Collection ads, an ad type already available on Instagram, is now being tested on Facebook Reels. This format consists of a large video or image accompanied by smaller images. Users can swipe through these images to learn more about the products they’re interested in. While Collection ads are currently in the pilot phase and not available to all marketers, Meta has confirmed plans for a wider release in the near future.
Multi-destination Reels carousel ads
Meta has rolled out multi-destination call-to-action features for Reels carousel ads on Facebook and Instagram, available on both iOS and Android devices. This functionality allows brands to direct potential customers to multiple product pages using the images displayed, making it easier for people to find the items they’re looking for. By streamlining the shopping process, this feature has the potential to increase sales.
Swipe left functionality
The swipe left functionality, now available on Facebook and Instagram Reels ads, allows users to swipe to learn more about potential products they’re interested in. This feature enhances the user experience by simplifying the shopping process, potentially leading to increased sales. By making it easier for people to discover more about a product, brands can effectively engage potential customers.
Advantage+ creative suite
Meta has invested in its Advantage+ creative suite and introduced new automation solutions for Reels ads. The creative suite now includes various features to optimize ad campaigns. These include:
- Creative optimizations: Meta has added automation elements to its Advantage+ creative in Ads Manager. This includes automatic templates that convert non-9:16 media to 9:16 media, 3D motion and depth effects, aspect ratio variance, and image and video enhancements.
- Music integration: All Facebook and Instagram advertisers can now source, select, and add music to their single image Reels ads during the campaign creation process. This feature can help improve engagement and conversions.
By offering these automation solutions, Meta aims to simplify the ad creation process and enable advertisers to create more compelling and engaging Reels ads.
Creative optimizations
Meta’s Advantage+ creative suite includes various creative optimizations for Reels ads. These optimizations are designed to enhance the visual appeal and engagement of the ads. Some of the key creative optimizations include:
- Automatic templates for non-9:16 media: Meta’s automation solutions include automatic templates that convert non-9:16 media to the ideal 9:16 aspect ratio for Reels ads. This ensures that ads are visually optimized for the Reels format, providing a seamless viewing experience for users.
- 3D motion and depth: The creative suite now supports 3D motion and depth effects, allowing advertisers to create more dynamic and immersive Reels ads. These effects can help capture viewers’ attention and make the ads stand out in users’ feeds.
- Aspect ratio variance: The creative suite enables advertisers to experiment with different aspect ratios for their Reels ads. This flexibility allows brands to adapt their creative assets to better fit the Reels format and maximize the impact of their ads.
- Image and video enhancements: Meta has introduced image and video enhancements, including filters to sharpen colors and improve video resolution. These enhancements can help make the visuals of Reels ads more vibrant and eye-catching.
- Music integration: All Facebook and Instagram advertisers now have the ability to source, select, and add music to their Reels ads. By integrating music into Reels ads, brands can create a more engaging and immersive ad experience for viewers.
With these creative optimizations, advertisers can create visually compelling Reels ads that effectively grab users’ attention and drive engagement.
Brand suitability
Meta is committed to ensuring brand suitability on Facebook and Instagram Reels. To achieve this, they have introduced two key features:
- Inventory Filter control: Meta has rolled out its brand suitability Inventory Filter control, allowing advertisers to have more control over where their ads appear. This feature ensures that ads are not placed next to offensive content, aligning with brand values and providing a safe environment for advertisers.
- Third-party brand suitability verification with Zefr: Meta has partnered with Zefr, a third-party brand suitability verification solution, to provide advertisers with an extra layer of reassurance. With Zefr’s verification, advertisers can be confident that their campaigns will be placed next to content that aligns with their brand values.
These brand suitability measures aim to provide advertisers with peace of mind while running Reels ads, ensuring their campaigns are aligned with their brand image and values.
Meta’s statement
Meta’s goals with Reels ads are to make them more engaging for users and more effective for advertisers. As people spend more time watching Reels on Facebook and Instagram, which now have over 200 billion plays per day, Meta is focused on enhancing the ad experience within Reels.
According to Meta, ads created specifically for Reels perform better in terms of campaign performance. For direct response campaigns, Reels ad sets that include vertical sound on video creative have shown lower cost per action, higher click-through rates, and higher conversion rates compared to other types of video.
By introducing new features and optimizations, Meta aims to empower advertisers to create high-quality Reels ads that resonate with users, driving better campaign performance and achieving their marketing objectives.
Google confirms sunset details for 4 attribution models in Ads and Analytics
Google has confirmed the sunset details for four attribution models in Ads and Analytics. These changes will have an impact on advertisers using these platforms. The four attribution models being sunset are:
- Last Google Ads Click
- Last Non-Direct Google Ads Click
- Last Google Ads Click (excluding view-through conversions)
- Data-Driven Attribution
Advertisers currently using one of these attribution models will need to transition to alternative models. Google has provided a timeline for the transition process, allowing advertisers ample time to make the necessary adjustments.
Baidu to integrate ERNIE 4.0 into Search
Baidu, a Chinese search engine, is set to integrate ERNIE 4.0 into its search platform. ERNIE 4.0 is an advanced natural language processing model developed by Baidu. This integration is expected to enhance Baidu’s search capabilities and provide more accurate and relevant search results to users.
ERNIE 4.0 is often compared to GPT-4, another popular natural language processing model. While both models have their unique strengths, ERNIE 4.0 is known for its ability to understand the nuances and context of the Chinese language, making it particularly valuable for Chinese users.
With the integration of ERNIE 4.0, Baidu aims to deliver a superior search experience, providing users with more accurate and helpful search results.
YouTube adds Spotlight Moments
YouTube has introduced Spotlight Moments, an artificial intelligence-powered ad tool. This tool enhances ad targeting and allows advertisers to deliver more relevant and personalized ads to viewers.
Spotlight Moments leverages artificial intelligence to analyze video content and identify key moments that are most relevant to advertisers. This enables advertisers to target their ads at specific moments in a video where viewer engagement is likely to be high. By delivering ads at these strategic moments, advertisers can increase the chances of capturing viewers’ attention and driving desired actions.
With Spotlight Moments, YouTube aims to provide advertisers with a powerful tool to maximize the impact and effectiveness of their ads on the platform. By delivering more relevant ads, YouTube can enhance the overall user experience and drive better results for advertisers.