AR Ads in Stories and Reels on Instagram and Facebook!
Meta has just announced the release of a new Ads format in its business manager for Stories and Reels format: AR Ads. A new way to reach your audience in a more immersive way, by highlighting an augmented reality experience.
What's new ?
Until now, augmented reality filters on Instagram have been a fun and innovative way to reach out to your community by offering an interactive format, either organically via the page, or as ads on Instagram through "AR Ads". What's new is the possibility of "augmenting" a classic Ads such as Reels or Stories by offering to redirect to a link leading to an Augmented Reality experience directly via the CTA.
What kinds of uses? (Spoiler alert, sectors that will love this new features will largely be: Beauty, Fashion, Food, Luxury and Retail)
Beauty
This sector can generate a lot of AR Ads in Reels, especially if we associate it with practices such as "how to apply a cream" or "Face care routine". It's also possible to go further by proposing a challenge format and letting the community show "How to apply my cream every morning" etc...
Fashion
Who hasn't wanted to see a product directly from their smartphone, without having to get off the couch? Now it's possible via an Ads! For example, a 3D video to show every aspect of the brand new Céline bag, and an Instagram Filter with a Plane Tracker to put the bag in the setting around us and inspect it from every angle (open/closed/sideways etc...).
Food
This sector has no limits in the world of advertising, and we know it! That's why this interactive format can go so far in terms of creativity and audacity. A simple example: in the morning, at breakfast, you scroll through your Reels and come across your favorite brand of Cereal, indicating that the back of the packets contain a mini-game with a competition to win 10 years' free breakfast. Simply click on the CTA, which will ask you to scan the pack in front of you, then play to enter the competition.
In short, these new features expand the creative palette of brands and give the agencies that work with them more keys to engage consumers and moving away from classic, static Ads models that require no user interaction other than a "Like" or a comment 👎