At The Cannes Lions International Festival of Creativity, Meta announced new enhancements to products across Reels and shared more on the future AI-powered solutions for businesses.
Meta is building products that lead to action and drive performance with the right connections and shared new developments at the Cannes Lions Festival, including the enhancements on Reels Ads.
Expanding and Enhancing Reels Ads
Video is a large part of how people engage on Meta platforms, people spend more than half of their time on Facebook and Instagram watching videos, and people are re-sharing Reels more than 2 billion times every day, doubling over the last six months.
To help businesses reach new customers and drive performance that matters Meta is:
Expanding ads on Reels to advertisers on Instagram looking to reach customers through the creator content they love. Ads on Instagram Reels provide an opportunity to expand reach to new audiences via image ads directly on Reels content, without interrupting the person watching the Reel.
They are bringing app promotion ads (formerly known as app install ads) to Facebook and Instagram Reels to help businesses reach more people and grow their user base. With the increased time spent on mobile devices and a highly saturated app marketplace, it can be challenging for many businesses to discover their mobile app.
With so many people using Reels every day to discover new creators, products, and businesses, introducing app promotion to Reels intends to help advertisers break through a noisy marketplace and reach people open to discovering new interests.
Testing music optimization in Facebook Reels to help advertisers make their single-image reel ads more entertaining and engaging with diverse, free, and high-quality music from our Meta Sound Collection library. Reels ads with both music and voice-over show a +15-point statistically significant higher average positive response score than those without sound and that's why Meta wants to make it easier to source, select, and add music during the campaign creation process via Creative Editor or in Advantage+ Creative.
To pitch these formats to advertisers, The Cannes 2023 hero activation offers an immersive experience, enabling its partners to learn the important creative principles that are proven to drive effective Reels ads.
In partnership with KidSuper, Meta will take guests on a journey through Reels creation that will inspire the audience while educating them on best practices for making engaging Reels content.
Expanding AI-Powered Suitability Controls and Third-Party Verification
Meta is beginning to test the newly launched brand suitability Inventory Filter, as well as the third-party verification solution with the Meta Business Partner Zefr, on Facebook and Instagram Reels with select advertisers. Building on the launch of Facebook Feed this spring, Meta is also currently testing third-party verification with Zefr on Instagram Feed. The company will have more to share on general availability in the coming weeks.
After the launch of Reels, the company will explore bringing these to other placements and supporting additional languages.
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