Meta has rolled out a series of enhancements aimed at retailers and businesses leveraging its automated Advantage+ ad campaigns. These updates span various niche use cases that could potentially benefit your business.
One of the key introductions is “Advantage+ creative optimizations,” which will automatically optimize video ads for display on Reels, as well as the mobile Facebook and Instagram apps, using the 9:16 aspect ratio. This move aims to help more brands capitalize on the growing popularity of Meta’s video formats, with Reels being the primary focus.
According to Meta, “Reels and video on our apps continues to grow as daily watch times across all video types grew over 25% year-over-year in Q4. In fact, people now reshare Reels 3.5 billion times every day.” The new process will also enable advertisers to dynamicallycreate multiple ad variations, providing the system with more options to display to users based on their preferences.
Meta has also enhanced its Advantage+ catalog ads, allowing brands to import and utilize branded videos or customer demonstration videos instead of relying solely on static images. Advantage catalog ads, which Meta first introduced in beta testing last year, offer personalized product recommendations to users based on Meta’s system’s predictions of their interests. This new process will provide more opportunities to showcase relevant products within the ad displays.
Additionally, Meta now enables brands to upload a “hero” image at the center of their catalog ads, which Meta’s AI will then use to showcase the best products from their catalog to drive performance.
Meta has also expanded its eCommerce ad offerings. Users of Magento and Salesforce Commerce Cloud can now create Shops ads directly within their management systems. Furthermore, Meta has integrated its Shops ads and branded content ads (now called “Partnership ads”), enabling direct purchasing from collaborative campaigns.
Enhancements have also been made to Reminder Ads on Instagram. As Meta states, “Now, advertisers can include external links to a new product or sale in their Reminder ads to help turn a person’s interest into a purchase. This summer, we’ll also give advertisers ways to notify people when an event starts and before it ends.” Meta is also planning to extend Reminder ads to Reels in the coming months.
Moreover, Meta has introduced new Promo Codes promotions on Facebook and Instagram, as well as ads with product tags. “In March, we’ll bring ads with product tags to Facebook Feed (currently Instagram only), and in April, we’ll launch the global
availability of ads with product tags to all businesses, whether or not they maintain a Shop,” Meta announced.
Meta has also updated its Collaborative ads offering, providing more analytics on performance, while testing the ability for advertisers to use Collaborative ads with Advantage+ shopping campaigns.
Lastly, Meta is working on Advantage+ Catalog ads with omnichannel brand and product level reporting as a new managed service solution “to help RMNs prove that ads on Meta platforms drove sales online and in-store.”
While there may not be one standout, headline-grabbing change, these updates offer various potential benefits for specific brands and businesses.
You can explore the details of Meta’s latest ad updates here.
Deepika 
Priyanka