Meta is bringing augmented reality (AR) to Reel Ads and Facebook Stories as part of its pitch to advertisers. This allows brands like Tiffany & Co., and Sephora among others to offer more immersive experiences and AR filters when marketing to Meta’s audience.
Meta is also rolling out other enhancements and improvements to Reels ads and noted brands will now be able to work with third-party measurement partners for Reels Ads campaigns. Facebook’s parent company’s investment in AR advertising could better position it to compete with Snap for marketers’ ad dollars, as they look for ways to reach the younger, Gen Z demographic.
Earlier, Meta offered AR ads in Facebook Feed, Instagram Feed and Instagram Stories. These ads, as per data, drove incremental ad recall with the 18- to 24-year-old demographic 87 per cent of the time, outperforming non-AR enabled ads. These ads can now run in other prominent places across Meta’s platform, including Facebook and Instagram Reels, as well as Facebook Stories. Meta said Sephora was able to test AR Reels ads ahead of this launch. It ran an ad that had users press their thumb to the screen to generate an “aura vibe” filter to help them pick the best-fitting fragrance and make a purchase. Tiffany & Co. created an AR ad that let users immerse themselves in their 5th Avenue flagship store – “The Landmark”.
Furthermore, Meta has features to make Reels Ads more interactive, including a test of a larger call to action button with additional advertiser information on Facebook and Instagram Reels ads. It will also allow Facebook users to pause a video ad and preview where the link would take them. This has the potential to increase click-through rates for Reels Ads. Reels will introduce multi-destination product ads. This means that instead of an ad only pointing to a retailer’s website or single product page, they can swipe through multiple product images in a carousel without leaving the Reel they are watching.