Meta Introduces Augmented Reality to Reels Ads and Facebook Stories
Meta, the parent company of Facebook and Instagram, is making a big push into augmented reality (AR) advertising with the introduction of AR Reels Ads and Facebook Stories. This move is aimed at offering brands more immersive experiences and AR filters to reach Meta’s audience, particularly the younger Gen Z demographic.
Popular brands like Sephora and Tiffany & Co. have already tested AR Reels ads ahead of the official launch. Sephora’s ad allowed users to try out different fragrances through an interactive filter, while Tiffany & Co. created an AR experience for users to browse their jewelry collection.
In addition to AR advertising, Meta also announced enhancements to make Reels Ads more interactive, including a larger “call to action” button with additional advertiser information. They are also introducing new multi-destination product ads for shopping, allowing users to swipe through multiple product images in a carousel without leaving the Reel they’re watching.
To further support advertisers, Meta is now allowing marketers to work with select third-party measurement firms for Reels Ads campaigns. These firms will help test and launch a Reels Viewability reporting option to provide valuable insights to advertisers.
Meta’s head of Global Business Group, Nicola Mendelsohn, highlighted the company’s investments in AI technology to improve ad ranking and efficiency. She emphasized how AI is helping advertisers test and learn, optimize campaigns, and drive growth for their businesses.
Overall, Meta’s focus on AR advertising and AI technology is positioning the company to better compete with platforms like Snap for marketers’ ad dollars. With these new features and enhancements, advertisers can expect more engaging and effective ways to reach Meta’s audience across its platforms.
