Meta rolls out AI advances for advertising, including Advantage+

A new AI Sandbox is the testing ground for generative features that could be soon rolling out to Facebook and Instagram ads.

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Photo by Dima Solomin on Unsplash

Meta is bringing advancements in AI to its advertising tools, as the Facebook and Instagram owner seeks to improve performances for brands.

With AI advancing rapidly, the company is seeking to harness generative capabilities for social media advertising that has been an engine of ecommerce over the last decade.

Here’s a look at a series of new tools that Meta rolled out this week:

AI Sandbox

Meta rolled out a “testing playground” for new AI features. The idea is to provide space to learn what works, and create tools that are easy to use. The work is beginning with a small group of advertisers, and will roll out more widely in July. Some features may roll out more widely later this year, according to the company.

Initially, Meta is testing the following capabilities in the sandbox:

Text variation: This generates multiple versions of text, allowing advertisers to test different messages.

Background generation: This creates background images from text inputs, allowing rapid testing.

Image outcropping: Creative assets can be adjusted for different aspect ratios across Stories, Reels and other formats.

Meta Advantage

Advantage is Meta’s suite of automation and personalization tools for advertising. This week, it rolled out a series of features that are focused on expanding AI within this product set. These include:

Advantage+ audience: This product will provide a new way to reach people. Here’s how Meta describes it:

"Instead of using an advertiser’s audience targeting inputs as hard constraints, such as Men, 18-35 years, who like baseball, advertisers who use Advantage+ audience will add their audience inputs as suggestions to guide who sees an ad,” Meta writes. “This allows our ad system to find more people outside of those suggestions if we think they will be interested and likely to convert.”

Those "hard constraints" have long been key to Meta's targeting tools. The new product signals that their reach could extend. While intriguing, keep in mind that this is still in pilot mode, so it won't bring a paradigm shift just yet. The tool is currently in testing with a select group.

One-click Advantage+: Businesses will be able to switch from manual campaigns to AI-powered Advantage+ shopping campaigns with one click by clicking “duplicate” on a campaign in Ads Manager. The feature will roll out gradually within the next month.

Video creative: Advertisers will now be able to add video creative to catalog ads, which promote a variety of products. This includes the ability to upload brand creative or customer demos. Meta will then apply AI to show the “best” video to people Feed, Stories, Watch and Reels.

Performance comparisons: A new automatic report will allow a comparison between manual campaigns and Advantage+ shopping campaigns. This will enable a better understanding of how AI has a positive impact on performance.

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