Meta Announces AR Ads For Instagram Reels & Facebook Stories

Meta Announces AR Ads For Instagram Reels & Facebook Stories

Meta has announced that advertisers will soon be able to use augmented reality (AR) filters in sponsored Instagram Reels and Facebook Stories.

Announced at the IAB’s NewFronts in New York, the changes build on Meta’s previous use of AR in ads for the Facebook and Instagram Feeds and Instagram Stories. According to Meta, these ads drove incremental ad recall with the 18-24-year-old demographic 87 per cent of the time, outperforming non-AR-enabled ads.

Beauty retailer Sephora was able to test AR Reels ahead of its launch. The company ran a campaign that had users press their thumb to their phone screen to generate an “aura vibe” filter to help them pick a fragrance and make a purchase.

Meta also said that it would be making Reels Ads more interactive, with larger call-to-action buttons containing more information about the brand behind the ad. The button would include an ad thumbnail, headline, and additional business details, like the website URL, to help direct interested customers to click.

Meta will also let Facebook users pause a video ad and preview where the link will take them. For shopping ads, Instagram Reels is also getting a carousel capability that, instead of pointing to a single retailer or site, will let users swipe through multiple product images without leaving the Reel they’re watching.

What’s more, Meta is bringing third-party measurement to Reels Ads campaigns with DoubleVerify, IAS and MOAT all signed up. The firms are also helping Meta test and launch a Reels Viewability reporting option.

Meta was also keen to talk up its investments in AI and how these will improve ad rankings and performance.

“It’s also driving efficiency for a suite of ad products, eliminating many of the manual and tedious steps of creating an ad,” said Nicola Mendelsohn, Meta’s head of global business group.

She added that Meta’s investments were “already paying off, especially with Meta Advantage, which is our brand name for our portfolio of AI products. Meta Advantage leverages machine learning and AI to help advertisers test and learn but to also realize their campaigns fast and help them acquire and grow their customer base.”




Please login with linkedin to comment

Facebook Instagram Meta

Latest News

It’s Friday Quiz Time Again!
  • Media

It’s Friday Quiz Time Again!

Take B&T's trivia quiz for your chance to win a $100 booze voucher and possible cirrhosis of a major internal organ.

by B&T Magazine

B&T Magazine
Big data technology and data science illustration. Data flow concept. Querying, analysing, visualizing complex information. Neural network for artificial intelligence. Data mining. Business analytics.
  • Marketing

SenateSHJ Launches New Trans-Tasman Practices

SenateSHJ has launched a new digital, data and insights capability designed to help clients tackle the growing complexity of communication challenges. SenateSHJ Digital, Data and Insights (DDI) will combine the firm’s existing Digital and Insights functions to create a Trans-Tasman capability focused on digital communication, and the generation and use of data to improve communication. […]

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile
  • Media

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile

Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7
  • Advertising

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7

B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]

by B&T Magazine

B&T Magazine
Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma
  • Opinion

Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma

The science is not in question – smarter people than I, with far more data, have codified it. The logic is not up for grabs…it makes sense that creating mental shortcuts to your brand keeps you at the top of your mind. Lead image: Kate Smither – Owner, The Tall Planner I wouldn’t even take […]

Opinion

by B&T Magazine

B&T Magazine
African woman using a cellphone in an office alone
  • Marketing

Ortto & Tall Bob Partner To Deliver Better SMS & MMS For Australian & NZ Businesses

Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]

Slew Of New Hires At Snap Inc.
  • Media

Slew Of New Hires At Snap Inc.

Snap Inc. has announced a number of new recruits. B&T unaware if it positively impacted SEEK's share price.

Reddit Gets Playful Brand Refresh
  • Technology

Reddit Gets Playful Brand Refresh

This will be of interest to any Reddit fans, graphic designers or lovers of an orange so bright it burns the retinas.

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market
  • Advertising

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market

Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label
  • Marketing

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label

Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]