Reels Ads Updates: New Features and Automated Creative Solutions
New features for Reels ads have been introduced, including text, template, and music optimisations. These enhancements aim to boost ad creative performance during the AI-powered holiday season. Collection ads have been launched on Instagram and are being tested on Facebook, while multi-destination Reels carousel ads facilitate a more seamless shopping experience for users.
The Advantage+ creative suite has been updated to better automate creative content. It includes automatic templates, 3D motion and depth, and image and video enhancements. Adding music to Reels ads has also been made possible, providing a more engaging and entertaining experience for viewers.
Brand suitability solutions are now available on Reels. The Inventory Filter control and third-party brand suitability verification with Zefr have been rolled out on Facebook and Instagram Reels. These solutions offer advertisers control over adjacent content and provide transparency on content next to ads, marking significant steps in ongoing brand safety efforts. [1]
X CEO Shares Stats on Platform Usage and Growth
X CEO, Linda Yaccarino, has shared key statistics on user behaviour and platform growth at the Khanference in Dallas. Yaccarino highlighted that users are spending 14% more time on X, reflecting the "cumulative user seconds per day" statistic frequently mentioned by owner Elon Musk.
Yaccarino also reported a 20% increase in video consumption, in line with X's emphasis on video content to retain users. The largest and fastest-growing user segment is Gen-Z with almost 200 million users logging into the X app every month, comprising 40% of its user base.
Despite recent contradictory statements, Yaccarino confirmed that X facilitates over 500 million posts a day. This figure breaks down into 100 million original posts, 100 million replies, and 300 million quote posts and reposts.
Yaccarino also claimed that X is registering 1.5 million new sign-ups every day, a 4% year-over-year increase. Lastly, she noted a significant growth in creators on the platform. [2]
Snapchat Announces 'Phantom House' for Halloween
Snapchat has announced a new immersive Halloween experience, 'Phantom House'. This weekly video series allows users to participate using Snap's various elements. Snap creators will star in the series, racing against time to escape the Phantom House. Users can participate in the adventure by helping creators solve puzzles and using AR Lenses and AI-generated Dreams selfies inspired by the Phantom House.
Brands can integrate themselves into the Phantom House conversation with commercials placed within the show and interactive AR experiences. Brands such as Maybelline and Disney+ will be featured in the Phantom House out-of-home takeover at Advertising Week New York.
Snapchat is expecting 80% of its users to use the platform during Halloween, presenting an opportunity for themed promotions to maximise engagement and interest. The success of Phantom House will depend on user engagement with its interactive elements. The first episode of Snapchat's Phantom House series goes live on Sunday, October 8th. [3]
Google Launches Ads Data Manager for First-Party Data Management
Google is introducing its Ads Data Manager, a tool designed to help businesses manage their first-party data efficiently and improve advertising performance. The tool simplifies the access and integration of first-party data across different channels, offering a collaborative interface for analysts and marketers to create new data connections and measure conversions.
In initial testing, the Ads Data Manager has shown to increase efficiency in onboarding first-party data, leading to improved measurement of conversions. One company, Sansiri, reported a 43% increase in qualified leads due to the streamlined import process provided by the tool.
The Ads Data Manager, set to be generally available in early 2024, will also include connectors for accessing data from various sources, including CRM systems and CDPs. This move underlines Google's commitment to simplifying data management and enhancing the effectiveness of marketing efforts. [4]
[1] Facebook
[4] Google
