New Ad Opportunities with Global Facebook Reels Expansion

Elizabeth Kennedy
|
March 28, 2022

It seems that the Facebook Reels revolution is here to stay as Meta recently announced the expansion of Reels on Facebook globally. This announcement introduced new opportunities for creators to make money with their Reels and with that (of course) new ad placements for brands to leverage.

Instagram Reels ad placements have been around since Q2 2021 as an opportunity for brands to leverage their vertically-crafted creatives to a wider audience. The expansion of Reels to Facebook indicates Meta’s continued path down the road of video-focused experiences. 

This move won’t come as a surprise to advertisers. We’ve seen TikTok reach new heights in usership and revenue, YouTube has recently introduced YouTube Shorts with massive success, and both offer opportunities for creators to be compensated for their time and content. Meta is reading the room and following suit.

How to Use Facebook Reels

New product means new ad placement opportunities. In their announcement, they outline two new ad types that come with this launch: Overlay Ads and Full Screen Immersive Ads. We reached out to Facebook for more detail to share and received the following:

  • Overlay Ads appear directly on top of Facebook Reels content – enabling people to connect with brands uninterrupted within a Reel, while also allowing creators to earn a portion of the ad revenue. To start, Overlay Ads will be available in two formats: banner ads and sticker ads.
  • Banner ads render at the bottom of Facebook Reels content in the form of a single static image ad that can appear after 1 second of the Facebook Reel elapsing.
  • Sticker ads are compressed single static image ads that can be opted into and placed anywhere by a creator or partner within their Facebook Reel content. Sticker ads can also appear after 1 second of the Facebook Reel elapsing.
  • Overlay Ads are now available to all advertisers in the US, Canada, Mexico and India, and we hopes to bring this to more countries in the coming months. And once available, advertisers will be able opt-in to Overlay Ads by selecting ‘Facebook overlay ads in Reels’ under ‘Reels Overlay’ in Ads Manager Placements or via Automatic Placements.
  • Full screen immersive ads are 9x16 video ads that appear in between Reels. As with organic Reels content on Facebook, ads may be up to 30 seconds and people can comment, like, view, save, share and skip them.
  • We began testing full-screen immersive ads in between Facebook Reels in October of last year, and currently we are testing in US, India, Mexico, and Canada with a small percent of advertisers. Over the coming months, we will further expand this test to more advertisers and then move from a test towards a phased roll-out to all advertisers globally.

Examples of the new banner ads and sticker ads

Optimize Facebook Video

If you’re using Marin Social and would like to test Reels, you can access the new Reels placements by either:

  • Using Automatic Placements in campaigns built with Marin Social (after opting in within Facebook Ads Manager)
  • Building campaigns in Facebook with Reel placements, then importing them into Marin Social

If you want to see how your Reels are performing as compared with other creative, Marin Social makes it easy with our Charts feature. Here advertisers can see their best or worst performing ads by a variety of metrics at the touch of a button. Even better, our charts can be shared externally with a simple link for easy reporting workflows. 

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