Add Meta to the list of tech companies launching new advertising and AI solutions during Advertising Week 2024.

First, since people are spending an increasing amount of time with videos on Instagram and Facebook – 60% of time on both is now video – Meta has updated its video ecosystem. It has made viewing easier with a new, full-screen Video Tab on Facebook. This gives users the ability to explore video on Reels, longer videos and live content all in one place.

According to Meta, it is also seeing significant advertiser traction with its GenAI ad creative tools. Its research shows that more than one million advertisers are using at least one of these tools monthly and 15 million ads have been created with them in the last month. The results show that, on average, ad campaigns using Meta’s generative AI ad features resulted in an 11% higher clickthrough rate and 7.6% higher conversion rate compared to campaigns that didn’t use the features.

In addition to expanding its suite of tools, the tech company has introduced video GenAI features to support the entire ad creation process. The expansion includes the seamless adjustment of video creative assets by generating unseen pixels in each video frame to expand the aspect ratio to make the ad a more immersive and native experience on Instagram and Facebook.

Image animation is now available for the first time on Instagram Reels. Advertisers can generate video creative from a single static image without any existing video, which helps advertisers overcome limited resources and give ad creative a longer shelf life.

These new video updates are being rolled out now in Ads Manager Advantage+ creative. They are expected to be more broadly available by early next year.

Creators and influencers are big factors in advertising success on Meta platforms. Meta advertisers can now integrate creator content into their collections ads on Reels and additional surfaces, with the two account handles appearing together, powered by their Advantage+ Catalog. This new format allows advertisers to upload a creator image or video as a hero asset for collections ads in Ads Manager. Meta says by adding partnership ads in the collections format to a carousel ads campaign, on average, led to 9.6% lower cost per conversion, 4.3% higher clickthrough rate and 11.8% higher conversion rate compared to carousel-only ads.