Meta announced several ad innovations to help businesses reach the right audience. Key updates include testing Reels trending ads, a content targeting product that places ads after top trending creator Reels, with brand safety controls via Inventory Filter defaulting to 'limited' and verification from Meta Business Partners. To address demand for real-time insights, Meta is testing Trends in Instagram's Creator Marketplace, which uses AI to identify trending topics on Reels, ranked by metrics, with relevant content and creator recommendations.
Additionally, a Creator Marketplace Discovery API will enable agencies and third-party tools to search for creators and gather insights. Ad format enhancements include partnership ads that allow featuring a single partner in the ad header (vs. both advertiser and partner previously), Facebook Live Partnership ads with user-generated content boosting, and a test of 16:9 or 1:1 video ads in Threads.
Meta also rolled out Video Expansion on Facebook Reels, using AI to expand video aspect ratios for a more immersive native experience. Actionable takeaways: Advertisers can leverage trending content for cultural relevance, scale creator partnerships via API, and optimize video performance with AI-driven expansion.
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MetaNew Creator Marketing Tools to Grow Your Business
Meta launches AI-powered creator discovery and content recommendations for Instagram's Creator Marketplace. Key updates include AI-driven suggestions for top-performing branded content in Ads Manager's Partnership Ads Hub, improved creator matching via affinity-based recommendations and keyword search, and new insights like playable Reels, email contact, partnership badges, and active ad visibility. These tools aim to simplify creator partnerships, enhance ad performance, and drive sales, with 53% of consumers more likely to purchase after creator promotion on Reels and US influencer spend projected over $10B by 2025.
AdjustHow are LLMs transforming mobile user acquisition? | Adjust
LLMs like ChatGPT and Gemini are reshaping mobile app discovery, with traditional search volume expected to decline 25% by 2026. These AI platforms act as answer engines, delivering direct app recommendations to users. For ad ops, this shift requires optimizing for LLM visibility through structured content and reputation management. While native ad formats are in early testing on platforms like Perplexity and Gemini, early adoption can secure high-intent placements. Marketers should track AI-driven traffic and align discovery strategies across ASO, SEO, and LLMs to stay competitive in an AI-first environment.
AppsFlyerWinning big with influencers: A comprehensive guide for app marketers
Influencer marketing drives app growth by building trust and authenticity beyond traditional UA. Budgeting should start with target markets, CPM benchmarks, and a 25% uplift in daily organic installs. Choose creators based on data: audience demographics, recent views, and content alignment. Measure performance with granular attribution links (e.g., AppsFlyer OneLink) to track installs, conversions, and ROI. Avoid vanity metrics; focus on CVR, retention, and long-tail effects. Start with small campaigns to gather benchmarks before scaling.
AppsFlyerUnlock the value of web-to-app
Web-to-app strategies boost conversions by 77% and achieve 13.6% average paying user rate. Brands like adidas saw 2.4x higher ROAS from deep-linked users, while AirAsia improved bookings by 19%. Key challenges include measurement gaps, siloed teams, and onboarding friction. Solutions involve Google Ads Web-to-App Install and Web to App Connect with AppsFlyer Smart Banners and deep linking. Actionable steps: set tracking, import conversions, activate smart bidding, and deep link users.
MetaUsing the power of AI to reach customers wherever they are
Meta is investing in AI models like Andromeda to optimize ad performance. New omnichannel ads drive online and in-store sales, showing 15% lower CPA and 12% higher ROAS. Updates include simplified checkout for Shops ads, ads in Facebook notifications, and generative AI for virtual try-ons and text generation. Advertisers can request emails before promo codes and use site links on Instagram. These tools help capture demand and improve margins.
AdjustHow AI is transforming personalization in mobile marketing | Adjust
AI personalization is now essential for mobile marketing, with 71% of consumers expecting tailored experiences. This article outlines how AI enhances audience intelligence, creative personalization via DCO and GenAI, engagement timing, and measurement. Marketers should start small with focused A/B tests, prioritize user value, and collaborate across UA, CRM, and product. Key challenges include privacy, overpersonalization, and model bias. Adjust's Growth Copilot offers AI-driven analytics to streamline decision-making.
TikTokIntroducing TikTok Messaging Ads: Where conversations fuel conversions
Messaging Ads on TikTok enable real-time conversations between businesses and customers via Direct Message or third-party apps like WhatsApp and Messenger. Benefits include shorter conversion paths, immediate lead qualification, and enhanced customer experience. Best practices include using Smart+ automation, replying within three minutes, and aligning creative with CTAs. Key results show up to 67% lower cost per conversation and conversion rates up to 22.5%. Available in select markets, these ads help drive measurable business outcomes.
TikTokIntroducing TikTok Automotive Ads
TikTok Automotive Ads is a catalog-based solution for vehicle promotions, offering Inventory Ads (for dealers) and Model Ads (for OEMs). Powered by Smart+, it uses data signals and creative formats like Video+Product Cards and Multi-link Carousel to match users with vehicles. Early tests show 41% lower CPA for Inventory Ads and over 40% CPA improvement for Model Ads. The solution simplifies campaign setup and leverages TikTok's large in-market audience, making it a key tool for driving measurable results in automotive advertising.
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