Facebook has announced that it will be extending its Ads in Stories feature on Instagram to its mother platform.

Speaking at a media briefing this morning in Sydney, Facebook’s group industry director for Australia and New Zealand, Naomi Shepherd, said the integration of Ads in Stories to Facebook will happen next month and will look exactly like Instagram’s version.

“The rise of Stories is seismic. We expect it to surpass Feed at some point in the near future, and it’s quite portable to other surfaces,” she said.

“So, it’s quite easy to port from Instagram into Facebook, and you can expect that at some point it will be broadened out to other surfaces like Messenger in the near future as well.

Shepherd said Facebook is already working with a few local brands on the new feature.

“From lots of our discussions with brand owners and marketers, it’s really obvious that there was a need for us to provide them with formats that were full-screen, immersive, sound-on, interactive,” she said.

“We think that these are all part of the digital age, and we think that the Stories format is probably the best example of a format that’s meeting a brand marketer’s job to be done.

It’s also meeting a consumer’s job to be done. They want really interactive, fun-type formats.”