Ad Week: Meta Introduces AI features for video and creator ads

At Advertising Week 2024, Meta announced a series of cutting-edge updates designed to enhance advertisers’ campaign performance through video-focused tools and advancements in generative AI technology. With video content consumption on Instagram and Facebook continuing to rise—now accounting for 60% of time spent on both platforms—Meta is evolving its suite of ad tools to meet the demands of this trend.

Video growth and new video tab on Facebook

Recognizing the increasing preference for video content, Meta is introducing a new full-screen Video Tab on Facebook. This update aims to simplify video discovery by allowing users to explore Reels, long-form videos, and live content all in one place. The change also benefits advertisers, offering them access to a variety of ad formats—such as standalone video, carousel, and in-stream ads—that are optimized using AI-driven ad delivery and ranking models.

Expanding generative AI ad creative tools

Meta’s generative AI ad creative tools have already proven to be a game-changer, with over 1 million advertisers using the tools to create 15 million ads in the last month alone. Campaigns utilizing these tools have experienced an 11% higher click-through rate and a 7.6% higher conversion rate compared to those without AI integration. Building on this success, Meta is introducing video generation capabilities to its AI suite. This allows advertisers to leverage AI for dynamic video ad creation, even repurposing static images into engaging video content through the new Image Animation feature.

For advertisers seeking to tailor their campaigns, Meta’s video generative AI tools will support the entire ad creation journey, making it easier to customize ads and incorporate brand voice and tone. This expansion comes on the heels of strong advertiser demand for Meta’s Image Expansion feature, which adjusts image assets to fit different aspect ratios across platforms.

Boosting performance with partnership ads

Meta is also focusing on helping brands tap into the power of creator-driven content. With Partnership Ads on Reels, businesses can team up with creators to produce more authentic and engaging content. Recent tests have shown that adding partnership ads to existing business-as-usual (BAU) ads resulted in a 19% reduction in cost per acquisition (CPA). Advertisers can now seamlessly integrate creator content into their collections ads, boosting engagement and enhancing ad performance across multiple surfaces.

Meta has also launched a Partnership Ads Hub within Ads Manager, streamlining the process of setting up and managing creator partnerships. For brands like Lenovo, this strategy has already proven effective, yielding significant lifts in brand awareness and purchase intent through targeted creator collaborations.

As these new features roll out, advertisers can expect more opportunities to enhance their campaigns with personalized, immersive video content and the authenticity of creator partnerships.