Meta launches new AI ad tools

Meta has announced new tools that can help drive growth and incremental performance gains for e-commerce and retail businesses.

Among the tools being launched is omnichannel ads, which allow advertisers to show ads that highlight nearby locations to people most likely to shop in-store.

Meta recently held Meta Marketing Summit E-Commerce Edition to throw light on the emerging trends in the ecommerce space in India. The summit was attended by leading marketers across Mumbai and Bangalore.

Said Meghna Apparao, Director of Ecommerce and Retail vertical for Meta in India, “E-commerce and retail is witnessing a material shift in India driven by more offline retail brands reaching customers online, quick commerce continuing to grow rapidly, and online shopping in tier-2 and tier-3 markets continuing to accelerate.

While AI-powered personalization and discovery, Reels and creators, and messaging have already unlocked immense value for the e-commerce and retail brands, Meta’s continued thrust on innovative ad tools for the sector is going to prove pivotal for its growth, enabling brands to create impactful shopping experiences and deliver on business outcomes that matter most to them.”

Retail brands with offline store presence that deploy omnichannel strategies are likely to gain most from omnichannel ads. For instance, apparel brand Taneira has leveraged Omnichannel Optimization ads and seen strong business outcomes.

Said Aishwarya Omprakash, Head of Marketing, Taneira, "In our pilot campaign utilizing Meta’s omnichannel ads, we observed a significant boost in performance, achieving 3.5x higher purchase conversions and 4.3x higher Return on Ad Spend (ROAS) compared to campaigns optimized solely for purchases. This encouraging outcome reinforces the value of a multi-touchpoint strategy, and we’re excited to take this experiment further in the coming year."

Said Pawrush Elavia, Head of Growth at Zepto, “We used the authentic voice of creators to highlight our 10-minute delivery USP for which we leveraged Partnership Ads. The experiment resulted in an 18% lower CAC and a 33% higher CTR when combining Partnership Ads with BAU strategies compared to BAU alone.”