Catalog product video: a new solution to maximize automation performance | Meta for Business – Facebook

At the end of 2023, Meta made catalog product video available to all advertisers. This catalog solution allows advertisers to seamlessly integrate video creative into their campaigns, enabling automatic delivery of tailored product recommendations based on user interests, intent and actions.
The strategic focus on AI and automation at Meta has been instrumental in enabling marketers to enhance their digital campaigns by simplifying the creation and testing of ad content. Through Meta Advantage+ solutions, advertisers can leverage a suite of tools that harness automation and AI to engage with shoppers more effectively.
The rise of short-form video content has also reshaped digital advertising, offering unparalleled opportunities to captivate audiences in seconds. Recognizing this shift, Meta developed a solution that addressed video limitation concerns, allowing advertisers to efficiently and effectively incorporate video formats into their catalog campaigns. By doing so, brands can establish deeper connections with shoppers to drive increased engagement and conversions.
With the recent rollout of catalog product video at Meta, advertisers that use Advantage+ solutions have access to a richer format availability to tap into the now 50% of time spent by consumers on video across Facebook and Instagram.
Catalog product video allows advertisers to upload video assets directly into their catalog at the product or SKU level. Once uploaded, advertisers can leverage the AI in Advantage+ solutions to pinpoint ideal users, deliver impactful content and ultimately drive conversions. But it doesn’t stop there. Incorporating catalog product video into advertising campaigns offers a plethora of additional benefits:
Advertisers are already seeing real-world results. For example, Swiss sportswear brand On wanted to acquire new customers, boost online sales and increase return on ad spend. To achieve these goals, the team leveraged catalog product video in a Meta Advantage+ catalog ads campaign. With catalog product video, On was able to feature its most inspirational and engaging video assets and use its online catalog to display those assets along with existing product images. Machine learning and automation then delivered the highest-performing and most relevant creative at the product level.
On ran an A/B test that compared the performance of ads with the catalog product video feature against those without it, revealing an impressive 41% increase in return on ad spend and a 45% decrease in cost per purchase.
Advertisers interested in implementing this feature should consider the following best practices:
The introduction of catalog product video as a part of Meta Advantage+ solutions marks a significant milestone in the evolution of digital marketing. By providing advertisers the tools to seamlessly integrate video content into their campaigns, brands can engage with shoppers in more meaningful and impactful ways.
As the digital advertising landscape continues to evolve, it’s clear that video content will play an increasingly central role. With this solution, advertisers have the opportunity to stay ahead of the curve, harnessing automation and AI to create compelling, personalized experiences that resonate with their target audience.
Ready to optimize your advertising campaigns with catalog product video? Take the first step toward unlocking its potential by trying it out today. Follow the steps below to get started:
Preparing to upload video into your catalog:
Adding videos to the catalog:
Ad creation:
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