With the ad world gathering at the Cannes Lions International Creativity Festival this week, Meta is using the event to launch a new set of generation AI capabilities for advertisers and agencies.
Social media platforms are expanding Advantage+ using tools aimed at improving campaign performance. The new features include extensive and consistent branding. This allows advertisers and agents to integrate logos, colors, fonts and more to customize their creatives.
New video generation features allow advertisers to convert images into dynamic videos with animation, text overlays and music. This feature is still in the testing phase, but once it becomes available, brands can diversify their creativity by making it easier for them to create more performance and engaging video ads for their target audience.
Another feature being tested is the highlights of the video. AI brings out several key phrases and scenes to communicate the value proposition of your product more easily.
Additionally, brands have access to new voice features in business AI, including AI-generated prompts and quick FAQs for advertising, as well as new placement on US Instagram Stories and Facebook Reels.
Finally, Advantage+ is expanding its test audience for customer experiences such as Virtual Tryon, which showcases clothing in virtual models of various shapes and sizes. Also, the new creative sticker call-to-action (CTA) buttons allow brands to create customized stickers for their products, slogans and graphics, with elements that encourage action.
The creative sticker CTA buttons start with a Facebook reel and story and expand to Instagram stories later in the year.
Meta should help drive advertisers and agents performance as these new Advantage+ AD Creative features are already seeing a boost in return for their ad spending average of 22%.
Also note that Back End AI innovations such as Meta Gem, a recommended model for its generated ads, have improved ad conversion by up to 5%.
