Meta is rolling out new AI-powered ad tools ahead of the holiday season. The updates aim to enable advertisers to reach audiences through video, shopping formats, and creator partnerships.

Omnichannel ads and expanded Shops placements

Meta is launching omnichannel ads globally. According to the company, these ads are designed to optimize purchases regardless of where they happen. That means the system can drive users toward an online checkout or guide them to complete the purchase in a nearby physical store.

Shops ads are also expanding into more markets, including Japan, Germany, Mexico, France, Canada, Spain, and Italy. Meta is adding email sign-up offers so brands can promote deals and build customer contact lists directly through ads.

Video-first ad formats across Instagram and Reels

Video is becoming central to Meta’s strategy. Advertisers can now convert single media ads into shoppable catalog ads within Reels, as well as use catalog video carousels in Instagram Reels. These ads will surface more product information when users scroll up.

Advantage+ catalog ads on Instagram are also getting a video update. Instead of relying only on static images, brands can plug in short-form video clips to make their ads look like native Reels content.

Creator Marketplace and testimonials for brands

Meta has added new filters in the Instagram Creator Marketplace, including language and region options. Brands can now merge creator content with catalog ads and use creator testimonials globally as endorsements.

New updates for Ad Manager

Meta is updating Ad Manager with tools that the company says will save advertisers time and improve performance. The update will reduce wasted spend and suggest existing creatives for new ad sets.

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