Meta Announces Augmented Reality Coming to Reels Ads and Facebook Stories, Enhancements for Advertisers
Meta announced today at the IAB’s NewFronts that augmented reality (AR) is coming to Reels Ads and Facebook Stories, offering brands like Sephora and Tiffany & Co. the opportunity to create more immersive experiences for Meta’s audience, particularly its younger Gen Z users.
This move by Meta is seen as a strategic investment in AR advertising to better compete with Snap for marketers’ ad dollars, as they seek to engage with the younger demographic. Snap, a long-time player in the AR space, has already offered various AR features for brands to connect with its users, including Snapchat Lenses and AR commerce options.
Before this announcement, Meta had already introduced AR ads in the Facebook Feed, Instagram Feed, and Instagram Stories, with impressive results in driving ad recall among the 18- to 24-year-old demographic. Now, these ads will also be available on Facebook and Instagram Reels and Facebook Stories.
Sephora and Tiffany & Co. were among the first brands to test AR Reels ads, with Sephora using an interactive filter to help users choose fragrances and make purchases, while Tiffany & Co. allowed users to virtually explore their flagship store and browse jewelry.
In addition to expanding AR advertising, Meta also unveiled new interactive features for Reels Ads, such as a larger “call to action” button with additional advertiser information, a preview option for video ad links, and multi-destination product ads for shopping.
Furthermore, Meta highlighted its investments in AI technology during the presentation, emphasizing how AI is enhancing ad ranking, predicting relevance, and driving efficiency in ad creation. The company’s AI products, including Advantage+ Shopping, have already shown significant improvements in campaign performance and customer acquisition.
Overall, Meta’s focus on AR and AI technologies signals its commitment to enhancing user experiences and driving growth for businesses on its platform. With more updates and announcements around AI expected in the coming weeks, Meta is poised to continue innovating in the digital advertising space.
