Meta: New AR and Shopping Ads

Meta has previewed some of its new AR and Reels ad options, which will help brands tap into the popularity of each format. Meta also is looking to continue building its in-stream commerce tools, as part of a resurgence of its in-app shopping efforts.

Meta made the announcements at IAB Newfronts last week, where it also shared a range of performance insights on its latest ad tools, including its improving Advantage+ campaign options, which are powered by AI (Artificial Intelligence) technology, and are generating good results for many brands that have already tried it.

The new launch of Meta AR ad types across Instagram Reels and Facebook Stories will provide another way for brands to engage with users.

According to TechCrunch: “Sephora was able to test AR Reels ads ahead of this launch, where it ran an ad that had users press their thumb to the screen to generate an ‘aura vibe’ filter to help them pick the best-fitting fragrance and make a purchase. The company said over half of the ad’s audience was Gen Z users.”

With this next-level ad format, AR holds more appeal with younger consumers, thus it can also attract older audiences like GEN-Z and millennials. For instance, with more places to share AR promotions, it could be another step in facilitating the broader adoption of advanced ad displays, leading into the next phase of consumption. This new feature can also include AR glasses, which are currently in development by Meta, and it could be available via Apple and most probably with the Snapchat platform. Many reports have also suggested that Snapchat has had to scale back its efforts to produce AR-enabled Spectacles due to cost-cutting measures, however, it remains a leader in the AR space, and will likely be an important player in the broader adoption of interactive digital experiences.

AR is a more high-end ad option, it’s becoming more accessible, via templates and tools that facilitate AR creation. In addition, Meta is looking to its next-level experiences, and bridging the gap to the metaverse, AR will likely play a key role in guiding users into new digital worlds. Further, Meta also announced a new reel ad option, including larger CTA buttons on screen, and product carousels that will enable brands to showcase various items in just one clip.

The new Meta display option is similar to TikTok ads. TikTok’s been looking to integrate more of these formats into TikTok as well, and it’s interesting to see Meta looking to beat them to the punch with some more advanced displays within Reels.

The new display options will provide more ways for brands to tap into the popularity of Reels, which is Meta’s fastest-growing content format. It will also prompt more shopping activity in-stream – another key focus for the company.

Moreover, Meta was forced to scale back some of its in-stream shopping elements, like the Instagram ‘Shop’ tab, due to limited user engagement and broader cost reduction measures. Also recently, Meta has been re-focusing on shopping, with new projects that will facilitate expanded use of UGC in product displays, and the direct integration of product catalogs to boost Facebook and Instagram shops.

That could get more people browsing and buying its apps. The addition of product carousels in Reels is in line with this new commerce push, which is less direct, but it can actually lead to a more organic, integrated in-app shopping experience.

To sum up, Meta also outlined its latest third-party measurement partnerships, which provide insights into Reels Ads campaigns, and ads more assurance for ad partners. These insights include double Verify, IAS, and MOAT which can give to brand more information regarding its Reels performance.

Source: Social Media Today

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