Meta to test new AI tools for Paid Media Platform

AIPaid Media

Meta, has recently made an announcement that it will be testing a suite of new AI tools for its paid media advertising platform Meta Advantage.

The company is introducing AI-powered tools designed to enhance the effectiveness and efficiency of advertising campaigns on their platforms.

AI Sandbox

The AI Sandbox is Meta’s testing platform for early versions of new tools and features, including generative AI-powered ad tools. The goal is to develop tools that will make an ad’s text more engaging.

  • Text Variation: Generates multiple versions of text to highlight the important points of an advertiser’s copy, giving advertisers choice to try different messages for certain audiences.
  • Background Generation: Creates background images from text inputs, allowing advertisers to try various backgrounds more quickly and diversify their creative assets.
  • Image Outcropping: Adjusts creative assets to fit different aspect ratios across multiple surfaces, like Stories or Reels, allowing advertisers to spend less time and resources on repurposing creative assets.

With the ever-increasing competition for users’ attention and the rising demand for personalised advertising experiences, Meta’s new AI-powered tools couldn’t come at a better time. These tools leverage the power of artificial intelligence and machine learning to deliver more targeted and impactful ad campaigns.

One of the key features of these tools is advanced audience segmentation. Advertisers will now have access to more granular targeting options, allowing them to reach specific segments of users based on their interests, demographics, and online behavior. This level of precision will enable brands to deliver tailored messages to the right people at the right time, maximising the chances of engagement and conversions.

images courtesy of Meta

Improvements to Meta Advantage

The new Meta Advantage features are intended to allow advertisers to take advantage of AI quicker, give them more flexibility in the creative they use and help them measure what’s working. 

  • Switching manual campaigns to Advantage+ shopping in one click: Businesses will be able to transform their current campaigns into Advantage+ shopping campaigns, allowing them to take advantage of AI quickly and easily. This will be available in Ads Manager when you click on “duplicate” within an ad campaign. It will start rolling out gradually to all advertisers with access to Advantage+ shopping campaigns within the next month.
  • Using video creative in catalog ads: Catalog ads allow an advertiser to import a catalog of products and run ads to promote those products. Now, instead of only being able to use static product images, advertisers will be able to import and use creative like branded videos or customer demonstration videos. Meta use AI and machine learning to dynamically show the best video to people across Feed, Stories, Watch and Reels. Advertisers will be able to use video in their manual sales campaigns or in Advantage+ shopping campaigns – with or without Shops as a destination. 
  • Rolling out Performance Comparisons: This new automatic report allows advertisers to compare existing manual sales campaigns to Advantage+ shopping campaigns to better understand the positive performance impact of automation. This is already rolling out gradually to advertisers using Advantage+ shopping campaigns.
  • Improving performance with Advantage+ audience: This is a new Meta Advantage product that will provide advertisers with an updated way to reach people and drive conversions. Instead of using an advertiser’s audience targeting inputs as hard constraints, such as Men, 18-35 years, who like football, advertisers who use Advantage+ audience will add their audience inputs as suggestions to guide who sees an ad. 

Furthermore, Meta’s AI-powered tools will provide advertisers with real-time insights and recommendations. By analysing vast amounts of data, the AI algorithms will be able to identify trends, optimise ad placements, and suggest strategies to improve campaign performance. This data-driven approach will empower advertisers with actionable intelligence, enabling them to make informed decisions and iterate on their campaigns effectively.

Another exciting aspect of Meta’s AI tools is their ability to generate dynamic and personalised ad creatives. Leveraging AI-generated content, advertisers will be able to create highly engaging and relevant ads that resonate with their target audiences. This personalised approach is known to increase ad effectiveness and drive better results.

Why does this matter?

Meta’s announcement of AI-powered tools for paid media advertising marks a significant milestone in the industry. By harnessing the capabilities of artificial intelligence, advertisers will have the means to deliver more targeted, data-driven, and personalised ad campaigns. As the competition for users’ attention intensifies, these tools will undoubtedly provide a competitive edge and help advertisers achieve their marketing objectives more efficiently.