Meta has recently announced the introduction of augmented reality (AR) technology to its Reels Ads and Facebook Stories. This update allows a brand to offer more immersive experiences and AR filters to Meta’s audience, particularly targeting the younger Gen Z users.
The company also noted that it would be adding other enhancements and improvements to Reels Ads and that brands will now be able to work with third-party measurement partners for their Reels Ads campaigns.
Competing with Snap for Advertisers’ Dollars
Meta’s investment in AR advertising is an attempt to compete with Snap, particularly in capturing the attention and advertising dollars of younger generations. Earlier this week, Snap introduced its own set of new ad products, including those for Stories and its TikTok clone, Spotlight.
However, with the addition of AR technology to Reels Ads, Facebook, and Instagram Stories, Meta offers advertisers more opportunities to reach their target audience through immersive and interactive experiences.
AR Expansion to Reels Ads, Facebook, and Instagram Stories
Before this announcement, Meta offered AR ads in the Facebook Feed, Instagram Feed, and Instagram Stories. According to the company’s data, these ads drove incremental ad recall among the 18-24 age group 87% of the time, outperforming non-AR-enabled ads.
Now, the same ads can run in other prominent places across Meta’s platform, including Facebook and Instagram Reels and Facebook Stories.
AR Ads Effective Among Gen Z Users
Sephora and Tiffany & Co. have already tested AR Reels ads, and both brands have seen great success. Sephora ran an ad that generated an “aura vibe” filter for users to help them pick the best-fitting fragrance and make a purchase, with over half of the ad’s audience being Gen Z users.
Tiffany & Co., on the other hand, created an AR ad that let users immerse themselves in their flagship store, “The Landmark,” and browse jewellery.
Improving Reels Ads Interactivity and Call-to-Action Buttons
To make Reels Ads more interactive, Meta is testing a larger “call to action” button on Facebook and Instagram Reels ads that includes additional business details to help direct interested customers to click.
Facebook users will now also be able to pause a video ad and preview where the link would take them, potentially driving an increase in click-through rates for Reels Ads.
New Multi-Destination Product Ads and Third-Party Measurement Partners
Meta will introduce new multi-destination product ads for shopping ads, allowing users to swipe through multiple product images in a carousel without leaving the Reel they are watching.
The company also allows marketers to work with select third-party measurement firms on Reels Ads campaigns, including Double Verify, IAS, and MOAT, to test and launch a Reels Viewability reporting option.
Investments in AI for Ad Efficiency and Customer Acquisition
During its presentation, Meta highlighted its investments in AI, which are being used to improve ads ranking by learning which ads are most effective and predicting which ads will be most relevant. AI is driving efficiency for ad products, eliminating the manual and tedious process of creating an ad.
This investment has paid off with Meta Advantage+ Shopping, which has allowed advertisers to execute millions of iterations of targeting performance scenarios within milliseconds, enabling them to select the best combination and send the best ad to the right person at the right time.
Meta’s Future Plans for AI-driven Advertising
Meta CEO Mark Zuckerberg also shared that the company’s future plans for AI include improving chat experiences in WhatsApp and Messenger, creating visual creation tools for posts on Facebook and Instagram, and developing video and multi-modal experiences.
With Meta’s commitment to investing in AI and AR technology, it is clear that the company is focused on staying at the forefront of the digital advertising space and offering advertisers innovative ways to reach their target audience.
Wrapping Up
Meta’s introduction of AR technology to its Reels Ads and Facebook Stories is a significant development in the world of digital advertising. With the inclusion of third-party measurement partners, multi-destination product ads, and improved interactivity, Meta is positioning itself to compete better with other social media platforms and capture the attention of younger generations.
With its investments in AI-driven advertising, Meta is also making strides in improving ad efficiency and customer acquisition, providing advertisers with the tools they need to succeed in today’s competitive market.
