According to the Securities Times APP, Meta Platforms Inc. (META.US) announced that it will launch full-screen video tags on Facebook to accommodate the increasing user video viewing time on the platform, and introduce new video ad formats to assist advertisers. In addition, the company has enhanced its generative AI ad creative tools, and launched new video extensions and image animation features to streamline the advertising production process. Meta also plans to make it easier for advertisers to collaborate with influencers through enhanced creator collaboration ad tools, integrating content and ads.

Meta Platforms Inc. is strengthening its video content strategy on the Facebook platform to adapt to changes in user viewing habits. On Tuesday, October 8th, Eastern Time, Meta announced that since users spend over 60% of their time watching videos on Facebook and Instagram, they will launch full-screen video tags on Facebook. This new feature aims to provide a more immersive viewing experience while creating new advertising opportunities for advertisers.

To support this change, Meta has introduced a series of new video ad formats including standalone video ads, carousel ads, mid-roll ads, and overlay ads to attract users' attention. These diverse ad formats will provide advertisers with more choices to effectively utilize video content to engage users.

At the same time, Meta has enhanced its generative AI ad creative tools, which have proven to be more effective than traditional advertising methods with an average click-through rate 11% higher and a conversion rate 7.6% higher. New features include Video Expansion, which allows advertisers to expand the height and width ratio of videos to create a more immersive experience, and Image Expansion, which enables advertisers to convert static images into animations for creating video ads on Instagram Reels.

Meta is also offering these new generative AI ad creation tools for free in the Ads Manager Advantage+ suite. The Image Animation feature has already started rolling out, while the Video Expansion feature is currently in testing.

In addition to AI tools, Meta is enhancing its collaboration ad tools to allow advertisers to more easily collaborate with influencers on Facebook and Instagram. To achieve this, Meta has strengthened the collaboration ad tools, allowing advertisers to seamlessly integrate video creator content with Reels and other services' ads.

This Tuesday, meta platforms announced that advertisers can now integrate creators' content into selected ads on Reels and other platforms, with both account names appearing simultaneously, supported by advanced directory ads previously known as Dynamic Ads from Meta.

The company cited a survey showing that 53% of users are more likely to purchase products or services promoted by creators they follow. This new format allows advertisers to upload images or videos created by creators as a category of assets in Ads Manager called 'hero'. The collection ads will then have dual headlines of collaborative ads, leveraging the authenticity of creator content to further engage the audience.

Meta is testing a feature to add creator recommendations in collaborative ads, simplifying the workflow for advertisers by integrating collaborative ad tools into a single page in Ads Manager called the Collaborative Ad Center. This page enables advertisers to easily set up collaborative ads, manage partner content, and address collaboration eligibility issues.

Overall, these new initiatives by Meta are aimed at enhancing user and advertiser engagement on its platform by providing a richer video viewing experience and more effective advertising tools.