Meta has announced enhancements to its ad opportunities with a slew of new features. the tech behemoth’s AI-powered ad solutions are already being used by retailers to create content and develop customer relationships. Now, to enable brands to provide shoppers with guidance to help them make faster purchase decisions, the new tools will provide more information and personalization during product and brand discovery.

The new Meta solutions include video options for product storytelling in Advantage+ catalog ads, plus ways to drive sales through Reminder ads and highlighting promotions. Advertisers using Advantage+ catalog ads, which automatically deliver product recommendations to people based on their interests, will now be able to import and use creative such as branded videos or customer demonstration videos instead of just static images. Testing of this feature began last year and is now available to all global advertisers.

Advantage+ creative optimizations can automatically optimize video ads for viewing on Reels or mobile Facebook and Instagram. This includes helping advertisers dynamically create multiple variations of an ad to personalize them to what a person responds to best.

In addition, Meta has launched the ability for advertisers to use Advantage+ creative with their Advantage+ catalog campaigns. This means brands can now upload a hero image in the centre of their catalog ad and then use Meta’s AI to dynamically show people the best products from their catalog.

The new dynamic ad tools include Reminder ads on Instagram that allow advertisers to build awareness and consideration in advance of launches and events. Advertisers can include external links to a new product or sale in their Reminder ads and this summer, Meta will also give advertisers ways to notify consumers when an event starts and before it ends. Reminder ads will also be added to Reels.

Another new feature is the ability to highlight promotions to help consumers discover and apply relevant, valid promo codes through Facebook and Instagram ads. Meta says advertisers who have used this feature had a 9.1% median reduction in cost per purchase in their campaigns and a 10.1% median increase in conversions. Meta has now started to roll out this highlighting feature through global availability for alphanumeric promo codes.

Meta is also testing the ability for advertisers to use Collaborative ads – a self service solution that enables retail media networks (RMNs) to market to consumers on Meta platforms with brand partners – with Advantage+ shopping campaigns.

In addition, this spring Meta will introduce Advantage+ catalog ads with omnichannel brand and product level reporting as a new managed service solution.