Within the framework of Cannes Lions, the International Creativity Festival, Goal has presented its new range of solutions for advertisers and agencies promoted by generativetaking advantage of the great scenario that the event is.
Meta ensures that all of them will profile a new way of advertising, promoting business growth, enhancing creativity and improving the performance of the campaigns. «We are convinced that this change not only will expand the role of marketing professionals and agenciesbut will also contribute significantly to world economic growth», Says the company in a statement.
New creative functions of Advantage+
Goal continues to enrich its offer of creative solutions available in Advantage+its set of tools promoted by AI to optimize campaigns. According to data shared by the technological, this service has led to that Sales campaigns increase their return on advertising investment by 22% on average.
The new tools integrated in Advantage+ are based on the Generation of text, images and video with AI.
The generative text and images at the brand of brand branding
A cohesive branding is essential for a brand to communicate its identity and message effectively. Goal is aware of this, for what he has launched New text generation and images functions in Advantage+ that allow advertisers and agencies Take advantage of all your visual resources (Logos, colors, typographic sources, content of their websites, previous ads, etc.) to create effective campaigns that guarantee coherence.
Warren JollyExecutive Director of the Adquadrant Digital Marketing Agency, reported his experience after using these tools: «Branding tools with the goal generative have significantly improved our creative production, guaranteeing the consistency of the brand on a large scale.
They have allowed quickly experiment with creative variations aligned with the brandwhich has allowed our team to offer shocking ads consistently. They are essential for agencies that seek exceed the limits of creative efficiency».
2.0 video generation
Goal presented its videos generation advertising tools, Video Expansion and Image Animation, in October 2024. Now, it has expanded its offer with the function «Video Generation»which is in the test phase and allows Transform several images into a multi -dynamic video that includes text and music overquakes.
Chris ConnorsAssociate Director of Growth of the Male Fashion Brand Into the AM, said: «With the improved finishing video generation tool, we could produce a wide range of captivating ads that give life to the history of our brand. This ability to generate realistic and high quality videos from images has allowed us to connect with the public in innovative and exciting ways ».
In addition to this, the goal is also testing the function «Video highlights»that detects the most prominent moments of a video Thanks to the AI and generates clips of these next to miniatures of the scene that reflect the value proposition of the campaign.
Other functions with which Meta wants to help you connect with your audience
In addition to the innovations integrated in Advantage+, Meta has developed new products that facilitate brands to create significant experiences to promote authentic connections in other spaces.
Business AI
The technological giant aspires to get each company to have its own Business AIa conversational assistant capable of providing assistance and offering product recommendations to its customers. This technology is currently present in Messenger, WhatsApp and Instagram and Facebook ads.
The next goal step is Incorporate Business AI in more ad formatsin the Instagram and Facebook reels, and in the Instagram stories. «We will expand our tests so that more electronic shops have access to Business AI. These ads include indications generated by AI and rapid answers to frequent customer questions about products ».
Likewise, the company is also working to Integrate voice functions in Business AI. At the moment, they have begun to test this capacity for a group of companies selected on Facebook. «Customers who see an ad in the feed can press the “Tap to Talk” button To speak directly with the Business AI in the application browser, using the voice to obtain more information about the products or services of the company, in the same way that today you talk to vendors in the physical store and by phone ».
Creative Sticker Cta
The technological giant is experiencing with a New CTA in custom sticker format. This tool called “Creative Sticker CTA” allows you to create stickers that include the product, slogans and calling to action in an attractive format for consumers.
“Creative Sticker CTA” is being tested on Facebook Stories and Reels for selected advertisers, and they are expected to reach the Instagram Stories at the end of this year.
Virtual Try-on
Finally, goal has announced that is expanding the “Virtual Try-on” testsits function of virtual testers driven by the generative AI that allows the user or user to verify how a garment selected with virtual models with different sizes and bodies is left.
Photo: Goal
