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Meta unveiled new generative AI ad tools focused on video generation capabilities, aimed at helping advertisers capitalize on the growth in watching video content on Facebook and Instagram, it announced at Advertising Week New York.
According to Meta, 60% of users’ time on both platforms is now spent watching videos.
The Video Expansion feature lets advertisers expand their video creative assets, much like the Image Expansion tool introduced earlier this year.
The tool generates unseen pixels to adjust aspect ratios, giving a more immersive video experience on Instagram and Facebook. The platform said advertisers, particularly small businesses, were asking for this capability.
Additionally, the social network introduced an Image Animation tool that lets advertisers create dynamic video content from a static image. This feature is designed for brands with limited video resources, letting them animate high-performing image ads for use in Reels.
Meta reported positive early feedback, with advertisers praising the tool’s ability to extend the lifespan of their ad creative.
It also said more than 1 million advertisers have used at least one of its gen AI tools monthly, with 15 million ads created in the last month.
On average, Meta said that ad campaigns using Meta’s gen AI ad features resulted in an 11% higher click-through rate and 7.6% higher conversion rate compared to campaigns that didn’t use the features.
It’s no surprise the tech giant is placing bigger bets on AI. But Meta faces fierce competition in the AI-driven creative landscape, not just from the slew of gen AI startups offering similar capabilities, but rival platforms like TikTok (with its Symphony product) provide advanced video generation tools. But Meta’s latest rollout is anchored in what has long set Meta apart: targeted ads.