With the advertising world congregating this week at the Cannes Lions International Festival of Creativity, Meta is using the event to launch a new set of generative AI features for advertisers and agencies.
The social media platform is expanding Advantage+ with tools that aim to improve campaign performance. The new features include consistent branding at scale, which enables advertisers and agencies to integrate logos, colors, fonts, and more to customize their creative.
New video generation capabilities will enable advertisers to transform images into dynamic videos with animations, text overlays, and music. This feature is still in the testing phase, but once it’s available, brands will be able to diversify their creative by making it easier to create more performant and engaging video ads for their target audience.
Another feature being tested is video highlights, in which AI pulls out a few key phrases and scenes to more easily convey a product’s value proposition.
Additionally, brands will be able to access Business AI’s new voice features, plus AI-generated prompts and quick FAQs buttons for ads, as well as new placements on Instagram Stories and Facebook Reels in the U.S.
Finally, Advantage+ is expanding the test audience for customer experiences such as Virtual Try-On, which showcases clothing on virtual models of different shapes and sizes. And new Creative Sticker call-to-action (CTA) buttons allow brands to create customized stickers of products, slogans, and graphics with call-to-action elements.
The Creative Sticker CTA buttons will start with Facebook Reels and Stories, and expand to Instagram Stories later in the year.
Meta says these new Advantage+ Ad Creative features should help drive performance for advertisers and agencies, as sales campaigns using the existing version of Advantage+ already see a boost in return on ad spend by an average of 22%.
It also notes that back end AI innovations, such as Meta GEM, its generative ads recommendation model, are improving ad conversions by up to 5%.