Meta's new initiative: Full-screen video + AI advertising, helping advertisers attract more revenue

According to the financial news app Zhitong Finance, Meta Platforms Inc. (META.US) announced that it will launch full-screen video tags on Facebook to cater to the increasing amount of time users spend watching videos on the platform. The company will also introduce new video ad formats to assist advertisers. Additionally, Meta has enhanced its generative AI ad creative tools and introduced new video extensions and image animation features to simplify the ad production process. Meta also plans to make it easier for advertisers to collaborate with influencers and integrate content with ads through enhanced creator collaboration ad tools.

Meta Platforms Inc. is strengthening its video content strategy on the Facebook platform to adapt to changing user viewing habits. On Tuesday, October 8th, in Eastern Time, Meta announced that as users spend over 60% of their time watching videos on Facebook and Instagram, they will launch full-screen video tags on Facebook. This new feature aims to provide a more immersive viewing experience while creating new advertising opportunities for advertisers.

To support this change, Meta has introduced a range of new video ad formats, including standalone video ads, carousel ads, in-stream ads, and overlay ads to capture users' attention. These diverse ad formats will provide advertisers with more options to effectively engage users with video content.

At the same time, Meta has enhanced its generative AI ad creative tools, which have proven to be more effective than traditional ad methods, with an average click-through rate 11% higher and a conversion rate 7.6% higher. The new features include Video Expansion, which allows advertisers to expand the aspect ratio of videos for a more immersive experience, and Image Expansion, which enables advertisers to convert static images into animations for creating video ads on Instagram Reels.

Meta is also offering these new generative AI ad creation tools for free in the Ads Manager Advantage+ suite. The Image Animation feature has already begun rolling out, while the Video Expansion feature is currently in testing.

In addition to AI tools, Meta is enhancing its collaboration ad tools to make it easier for advertisers to collaborate with influencers on Facebook and Instagram. To achieve this, Meta has enhanced collaboration ad tools, allowing advertisers to seamlessly integrate video creators' content with Reels and ads on other services.

On Tuesday of this week, Meta announced that advertisers can now integrate creators' content into selected ads on Reels and other platforms, with both account names appearing simultaneously, supported by the Advantage+ Catalog Ad, formerly known as Dynamic Ad The company cited a survey that found that 53% of users are more likely to purchase products or services promoted by creators they follow. This new format allows advertisers to upload images or videos created by creators as a collection of ad assets called "hero" in the Ads Manager. The collection ads will then feature dual headlines of collaborative ads, further attracting the audience by leveraging the authenticity of creator content.

Meta is testing the addition of creator recommendations in collaborative ads, streamlining the workflow for advertisers by integrating collaborative ad tools into a single page within the Ads Manager called the Collaborative Ad Center. This page allows advertisers to easily set up collaborative ads, manage partner content, and address collaboration eligibility issues.

Overall, Meta's new initiatives aim to enhance user and advertiser engagement on its platform by providing a richer video viewing experience and more effective advertising tools