Meta has rolled out several new ad tools aimed at helping brand advertisers lean into culture-driven content, especially via Reels, and better use of AI for targeting and campaign optimisation. These were announced at Meta’s Brand Building Summit (Source: Marketing Dive).
What’s Changed
- Reels Trending Ads: Brands will get broader access to Reels Trending Ads—which places ads adjacent to trending creator-made Reels content. Options include targeting by specific categories such as fashion, sports, beauty etc.
- Threads Ad Formats: Meta is introducing more ad formats on Threads (e.g. single image, video) plus testing carousel ads, catalog ads, and app ads to expand reach and placement flexibility.
- Value Rules for Upper Funnel Objectives: Previously mainly for conversion-oriented campaigns, Meta is extending value rules to awareness and engagement-type campaigns, letting brands guide AI to prioritise what they deem most “valuable” in terms of brand metrics.
- Pixel-free Landing Page Optimisation: Recognising that some advertisers can’t or don’t use Meta’s Pixel, Meta is improving its tools so that landing page optimisations (choosing best page post-click) work even without pixel tracking.
Why It Matters
- These enhancements help brands tap into culture and virality more meaningfully. Reels Trending Ads give opportunities to piggyback off trending creative content to boost awareness metrics.
- More formats on Threads broaden placement options; useful as that platform grows, especially since many brands are still testing its potential.
- Value rules being applied beyond just conversion metrics means more control over upper funnel outcomes. Brands not solely focused on direct sales can better manage awareness/engagement goals.
- Pixel-free optimisations are very relevant given increasing privacy constraints and cases where pixels aren’t usable (e.g., partners, retailer platforms). It helps reduce friction.
