Marketers will also be able to work with third-party measurement partners for interstitial Reels ads campaigns, including DoubleVerify, IAS and MOAT. These companies are helping Meta to test and launch Reels Viewability reporting, which, when complete, will be available to advertisers leveraging these partners.
More interactive Reels ads
In addition to AR, Meta announced new features to Reels ads to improve ad formats. This includes a larger call-to-action button with more advertiser information on Facebook and Instagram Reels ads. This new button will include an ad thumbnail, headline and additional business details, such as the website URL, to help people that show interest take the next step to click.
The tech giant will also allow consumers to pause a video ad and preview the link. As a result, businesses may see an increase in clickthrough rate for Reels ads, the company said.
Improvements are also coming to Meta’s shopping ads within Reels. Now, with new multi-destination product ads, similar to its carousel ad format, viewers can swipe through multiple product images without leaving the Reel they’re watching.
Touting AI tool Advantage+ Shopping
Meta’s head of global business group Nicola Mendelsohn pitched a recent development in the company’s AI technology during the presentation, which helped Meta improve its ad ranking system to understand which ads are working and better predict the ads that are going to be the most relevant.
“It’s driving efficiency for a suite of ad products, eliminating many of the manual and tedious steps of creating an ad,” Mendelsohn said. “Our investments are already paying off, especially with Meta Advantage, our brand name for our portfolio of AI products.”
Advantage+ Shopping, Meta’s AI-driven tool that optimizes ads across audiences and ad formats, is already used by a majority of its advertisers, Mendelsohn said. Meanwhile, advertisers previously told Adweek they are redirecting their ad spend to Meta because of this AI technology, moving ad dollars away from TikTok.
“Now with a click of one button, Advantage+ Shopping campaigns execute millions of iterations of targeting performance scenarios within milliseconds to be able to pick the very best combination,” Mendelsohn added.
The ad announcements arrive following the Federal Trade Commission’s recently proposed ban on Meta profiting from children’s data.
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