What are AR ads on Instagram and Facebook

Meta Spark has announced earlier this month, a significant change in the game of their AR offering with the introduction of AR Ads on Instagram, which is currently in an open beta.

AR Ads can help brands create immersive experiences, encourage people to virtually try out their products and inspire people to interact with their brand as any AR filters but with the difference that you can make the AR experiences proposed become a conversion tool capable of driving sales thanks to their embed call-to-action. How cool for the Marketing industry huh?!

And the magic doesn’t stop there as Advertisers also have the opportunity to link up the AR Ads to campaigns within Meta Ads Manager and therefore promote the AR Ads just as any other ad type (pictures, videos, etc…).

Note, dear marketing padawan, that you’ll still have to prepare a demo video of the AR Ad for it to look good on your target audience’s feeds, reels, stories… AR can be a great conversion tool but it would be a shame if people don’t even start the experience because the visual prompting them too play with the AR Ads doesn’t look cool.

From the pure advertising perspective, advertisers can now drive scale of their AR effects across Facebook and Instagram using the Awareness, Reach and Traffic objectives. Adding augmented reality effects to mobile ads can significantly improve campaign performance, and we have found that advertisers see additional value in including Facebook AR ads to their current campaign strategies.

From an AR ad unit, audiences can tap the call-to-action button to enter the AR Ads Camera. From there, they can:

  • Interact with the AR Experience.
  • Tap or hold the shutter button to take a photo or video, then share to Instagram Stories for other people to see your ad.
  • Tap the call-to-action button at the bottom of the camera to continue to a URL. For example, you can encourage people to visit your website to learn more or to purchase a product.