In the ever-evolving world of digital advertising, Meta (formerly Facebook) is preparing to launch a game-changing new ad format, and marketers everywhere are paying close attention. With user behavior shifting rapidly and attention spans shrinking, this update could redefine how brands connect with audiences across Meta’s platforms — including Facebook, Instagram, and WhatsApp.
What’s New?
Meta’s new ad format focuses on immersive, interactive, and AI-personalized experiences. These formats are designed to spark real engagement — not just impressions — and they’re tailor-made for short-form content environments like Reels and Stories.
Here are a few illustrative examples of what’s coming:
🛍️ Tap-to-Try AR Ads
Example: A cosmetics brand like L’Oréal could run an AR-powered Instagram Story ad where users tap to instantly “try on” different lipstick shades using their phone’s camera.
Why it matters: These ads create real-time interaction, letting users visualize products before purchase, which boosts both engagement and confidence in buying.
Image Source: medium
🎮 Playable Ads for Reels
Example: A mobile gaming app like Candy Crush can offer a 10-second “mini-demo” inside an Instagram Reel. Users play a level right in the ad — no download needed.
Why it matters: Users get a taste of the product in the most direct way possible. For app developers, it’s a powerful way to cut through the noise and hook users.
Image Source: Zeebiz
🗳️ Poll + Swipe Carousel Ads
Example: A fashion brand like Zara can ask: “Which outfit would you wear this weekend?” with a swipeable carousel showcasing different looks. Viewers vote and instantly see what others picked.
Why it matters: This turns a passive viewer into an active participant, increasing dwell time and strengthening brand recall.
Image Source: digivizer
🧠 AI-Powered Dynamic Story Ads
Example: A travel brand like MakeMyTrip could deliver personalized destination ads based on a user’s recent interactions — beach vacations for some, mountain getaways for others — automatically optimized in real-time.
Why it matters: The ad experience feels more tailored and relevant, making users more likely to act.
Image source: hunchads
📦 WhatsApp Click-to-Message with Embedded Catalogs
Example: A D2C electronics brand could run a Facebook ad that opens a WhatsApp chat with a built-in product catalog. Users can browse items, ask questions, and even place orders — all in the same chat window.
Why it matters: It blends convenience and conversation, ideal for high-consideration purchases.
Image Source: tyntec
Why Is Meta Doing This?
Meta is responding to two big shifts:
- The rise of short-form video and immersive content (driven by TikTok’s success).
- The growing demand for ad formats that drive action, not just awareness.
These new formats are designed to:
- Grab attention in seconds
- Encourage direct interaction
- Feed Meta’s algorithms more signals to improve ad performance
What It Means for Advertisers
Here’s why this matters for marketers, media buyers, and brand leaders:
✅ More Engagement, Less Fatigue
Interactive formats offer two-way communication, not just broadcasting. Users stay engaged longer — and remember you better.
✅ Richer Customer Insights
Every tap, swipe, or vote is data. These micro-interactions help Meta refine targeting and help you understand what your audience truly wants.
✅ First-Mover Advantage
New ad formats often come with lower CPCs and less competition in the early phase. Early adopters typically see higher ROIs.
How to Prepare
At AdCover, we’re already helping brands prepare to leverage Meta’s new tools by:
- Designing interactive-first creative concepts
- Adapting performance strategies for Reels and immersive placements
- Running pilot tests with early-access ad products
Final Thoughts
Meta’s new ad formats represent more than a visual refresh — they mark a shift in how we engage audiences in an age of short attention spans and endless scrolling. Interactivity is the future, and those who embrace it early will be the ones who stand out.
Want to lead the next wave of digital advertising?
Let’s build something interactive together. Contact us today and be among the first to unlock the potential of Meta’s new formats.