Meta introduces new tools on AI Sandbox for advertisers to enhance their campaigns

Meta has unveiled new generative AI-powered ad tools and features on its AI Sandbox to help advertisers build ads efficiently and improve campaign results.

According to the release, the space acts as Meta's "testing playground" for early versions of new tools and features. The text variation feature allows brands to generate multiple versions of text to highlight the important points of an advertiser’s copy, providing them choices to try different messages for certain audiences.

Meanwhile, the background generation feature creates background images from text inputs, allowing advertisers to try various backgrounds more quickly and diversify their creative assets. The image cropping feature adjusts creative assets to fit different aspect ratios across multiple surfaces such as Stories or Reels, allowing advertisers to spend less time and resources on repurposing creative assets.

While these features are available to selected advertisers currently, Meta said it will expand access to more advertisers in July.

“Currently, we’re working with a small group of advertisers in order to quickly gather feedback that we can use to make these products even better. In July, we will begin gradually expanding access to more advertisers with plans to add some of these features into our products later this year,” the statementread.

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Furthermore, Meta will improve Meta Advantage, its portfolio of automation products that use AI to help optimise campaign results and personalise ads, aiming to give advertisers more flexibility in the creativity they use and help them measure what’s working.

With the new implementations, Meta will allow advertisers to turn their manual sales campaigns into Advantage+ shopping campaigns with one click later this month. Businesses will now be able to use video, instead of just static images, when advertising products in their online catalogs. Advertisers will be able to upload things like branded videos or user generated content and Meta will use AI and machine learning to show the video it thinks will resonate most with a person.

In order to help advertisers realise the benefits of Advantage+ shopping campaigns, Meta will provide an end-to-end automated performance comparison report that illustrates how these automated campaigns compare to their manual campaign.

Meta has also begun testing a new product in the Meta Advantage portfolio, known as Advantage+ audience. This is a new targeting product that will help businesses reach customers and drive conversions. 

As part of its ongoing work to invest in AI, Meta said it will use more complex models in its ads system to improve measurement when it doesn’t have access to the same granular level of data. 

Dan Neary, vice president of Asia Pacific at Meta, said: “Facebook engagement remains strong, with Asia Pacific contributing 43% of the global daily active users and accounting for 60% of the user growth. And increasingly, people are interacting with Meta's video content—liking, commenting, resharing and reacting about 19 billion times a day."

"In fact, people are spending more than half of their time on Facebook and Instagram watching video, especially in a mobile-first, video-first region like APAC. Reels is the fastest growing content format on Meta’s platforms, with people resharing Reels more than 2 billion times every day, doubling over the last six months,” Neary added.

MARKETING-INTERACTIVE has reached out to Meta for more information. 

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