Meta has announced some new ad options at its annual Brand Building Summit, including more options for Reels ads, new ad formats for Threads, and additional qualifiers to help guide its AI-powered ad targeting.
First off, on Reels promotions. Meta’s expanding Reels trending ads to more advertisers, which enables marketers to place their ads alongside popular Reels content.
As explained by Meta:
“Reels trending ads use AI to curate the most trending and culturally relevant Reels inventory, delivering advertisers access to highly engaging, brand-safe video content that puts their brand where culture happens. Available lineups include all overall trending content or specific categories like animals & pets, beauty & fashion, cars, sports, with more to come next year.”
That can help you gain more exposure for your promotions by placing them beside the most popular content, and Meta says that initial tests have shown that Reels trending ads can boost unaided awareness by +20%.
Meta says that Reels trending ads will now be available to all interested advertisers with a Meta sales rep.
On Threads, Meta’s also rolling out more ad options, including carousel ads, and expanded image formats.
As you can see in these examples, you’ll soon have more options for your Threads promotions, including 4:5 rendering for single image and video ads.
Threads catalog ads, meanwhile, will work as an expansion of Meta’s Advantage+ catalog promotions, providing another means to expand your campaigns.
Finally, Meta will also enable brands that don’t have a Threads account to expand their Instagram or Facebook campaigns to Threads, by using their Facebook and IG posts as the basis for their Threads promotions.
Meta also shared that three out of four Threads users now follow at least one business, which suggests that there is promotional interest in the app.
On ad targeting, Meta announced that brands can now use value rules for awareness and engagement objectives, which will help to guide Meta’s AI-powered ad targeting.
With value rules, advertisers can indicate the audience that they value the most, which will then tell Meta’s system to prioritize these people over others. Which could end up costing you more in targeting, but it provides more capacity for marketers to dictate their ad reach.
Also, with detailed targeting exclusions now removed, it provides another option to control the specifics of your ad targeting,
“Early results show that campaigns using value rules drive 2x more high-value conversions compared to business-as-usual campaigns.”
As noted, value rules were previously only available for sales and app campaigns, but they’re now being expanded to awareness and engagement objectives.
Meta’s also enhancing landing page view optimization rules to enable more flexibility in driving optimal response, which can help to ensure you reach the most engaged audiences based on your objectives.
Some handy updates, which could factor into your holiday marketing plan.
