Meta's Advantage+ now includes full image and text creation, allowing advertisers to produce attractive and unique commercials quickly. It is another step by the company towards automating key aspects of the ad generation process, which Meta hopes will free up resources and increase ad effectiveness. These new features will be accessible globally later this year. During a press conference, John Hegeman, Head of Monetisation, Meta said, 'For the first time, you can create full image variations inspired by your original ad creative and with text overlay capabilities. Imagine you are promoting your coffee business by advertising a fragrant cup of coffee. Our generated AI will be able to create variations of your ad creative, including scenery that embodies a lush farm, and also provide adjustments to the coffee cup to offer you more creative options to choose from.'
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The second and third-generation Llama (Large Language Model Meta AI) AI models fuel these new features, intended to make it easier for business users to advertise products and services on Facebook and Instagram. Brands can provide a reference for image production to the chatbot, using the full image variation feature. These could be previous creatives, product photos, or any other brand imagery. You can also add a text prompt for variants, and the AI will generate several versions of the original image using both inputs.
The tech giant also provided an example for a better understanding. It said that a coffee brand can show its product variants in picturesque farms or lively cafés, all the while modifying visual components to make the most of various ad positions.
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Meta has included a text generation tool that offers options for primary text and ad headlines in addition to image production. The tool attempts to provide text suggestions that are in line with advertisers' preferences and accurately capture their brand voices and tones by analysing past campaign data and user input. With the help of this feature, advertisers may produce varied, brand-specific content that appeals to their target markets.
While the text-generating tool is being gradually implemented and should be available internationally by the end of the year, the image-generation feature is now rolling out with plans to include text prompts for improved personalisation.
