Meta is rolling out a new way to advertise within Reels, its fastest growing content format, with Reels overlay ads now being made available to selected advertisers. These new advertising spaces will allow brands to reach their audience more effectively during video playback on Instagram Reels.
Reels Overlay Ads
Reels overlay ads appear as banner ads at the bottom of the screen during video playback and come in two types:
Single Image Ads: Static banners that appear after the Reels start.
Carousel Ads: A series of 2-10 images that can be swiped through.
These ads can either expand on the second playthrough of the Reel or be shown between clips as direct promotions. This format was first previewed by Meta at NewFronts back in May.
Meta's Statement on Overlay Ads
According to Meta: “Facebook overlay and post-loop ads on Reels can be banners on Reels videos, or video ads in between Reels videos.”
This feature allows advertisers to tap into the growing popularity of Reels and get their brand in front of a captive audience with engaging promotions that grab attention in stream. With Reels driving a cumulative 200 billion views per day across Facebook and Instagram, it’s important to consider how to better frame your offers to align with this shift in attention.
The Rise of Reels Engagement
Most of the recent usage growth on Facebook has come from Reels engagement. Meta’s algorithmically recommended stream of Reels clips keeps more users in the app for longer, driving higher engagement. This trend indicates that Facebook is becoming more of an entertainment platform than a traditional social network, focusing more on video content than user comments and social interactions.
Advertising with Reels Overlay Ads
The new Reels overlay ads are being gradually rolled out to more advertisers. To publish ads on Reels, you can do so at the Ad set level in Meta Ads Manager by selecting Reels placements or Advantage+. This new ad format opens up more opportunities for brands to leverage the engaging Reels format to reach their target audience.
Stay tuned for further updates and explore how you can use Reels overlay ads to enhance your marketing strategy.
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