Company news will provide more information and personalization to people when discovering purchases
Meta announced the launch of its new advertising tools, which provide more information and personalization to people at the point of discovery, giving them the confidence to make a purchase after seeing an ad.
Now, global retailers can create content through technology, while also developing deeper customer relationships and increasing sales. Consumers will now be able to make faster purchasing decisions, without the need for external help or guidance.
According to the company’s last quarter report, even though advertisers are using the Advantage suite to optimize the performance of their ads, Reels and videos continue to grow in Meta’s applications, with the total viewing time of all videos increasing further. 25% year on year. Additionally, the company also found that people share Reels 3.5 billion times per day.
With this in mind, the company chose to integrate videos with other Advantage products to help advertisers connect with customers and boost their performance.
“We will bring Advantage+ creative optimizations, functionality that can now automatically optimize video ads to run on Reels or the Facebook and Instagram apps with a 9:16 aspect ratio. Advantage+ creative optimizations also help advertisers dynamically create multiple variations of an ad and this allows personalization according to what best generates response for each user”, pointed out the company.
Additionally, Meta pointed out that advertisers using dynamic ads with Advantage+ catalogs will also be able to import and use branded videos or videos for customer demonstrations, rather than just static images.
Another new feature are the new dynamic formats to attract customers. Now, the platform will also allow advertisers to include external links to a new product or promotion in their ads, helping to transform user interest into a purchase.
“Later this year, we will offer ways for advertisers to notify people at the beginning and end of an event. We also plan to bring reminder ads to Reels, giving advertisers more engaging ways to reach their customers,” explained Meta .
The company will also make it easier for advertisers to highlight their promotions and help people discover and use promo codes in Facebook and Instagram ads. With the tools, advertisers who used the resource had an average reduction of 9.1% in the cost per purchase in their campaigns, and an average increase of 10.1% in conversions.
Finally, Meta is testing the ability of advertisers to use Collaborative Ads with Advantage+ buying campaigns, as a recent study showed that advertisers saw a 14% increase in return on advertising investment and a 13% reduction in cost per acquisition.
The company also announced that it will soon introduce Advantage+ ads for Catalog with omnichannel brand and product reporting as a new managed service solution to help NMRs prove that ads on Meta platforms improve online and physical sales.
