Meta Launches Catalog Product Video to Boost Automation and AI-Driven Ad Performance

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. This feature offers several benefits:

• Scaling video creative: Extend existing video production investments across all Meta placements, including Reels, Feed, and Stories.
• Delivering creative personalization: Use machine learning to identify and target high-value customers, delivering personalized and high-performing creative at scale.
• Improving product discovery: Efficiently incorporate video to drive product discovery among broad audiences, capturing attention and driving interest.

To upload videos to your catalog in Meta Advantage+, follow these steps:

1. Prepare your catalog feed file:
   • Add downloadable video URLs to an existing feed or prepare a new feed file using the video[#].url columns.
   • Use the main feed, a supplementary feed, or a third-party feed partner.
   • Add multiple videos with different aspect ratios using multiple columns (e.g., video[0].url, video[1].url, etc.).
   • Optionally, add a custom_label_# column to denote if the product has a video URL.
2. Upload feed file via Commerce Manager:
   • Go to your catalog in Commerce Manager and select “data sources.”
   • Follow the documentation for instructions on how to add and update a primary feed.
   • If using a supplementary feed file, see the guide for updating your feed with a supplementary file.

Advertisers should consider the following best practices when using catalog product video:

• Test and learn: Start testing with a limited set of videos, focusing on top-viewed and top-selling products to gauge impact while conserving resources.
• Shorter is better: Hook your audience within the first 2 seconds and provide a call to action within 5 to 6 seconds.
• Maximize your real estate: Utilize the complete dimensions of each placement to enhance the organic feel of ads and capture more audience attention.
• Follow the creative essentials: Build for vertical video with audio on and stay within the safe zones.
• Experiment with different video types: Connect with Meta Business Partners for video production, from templated solutions to native user-generated content.

Advertisers are seeing significant results with catalog product video. For instance, Swiss sportswear brand On used catalog product video in a Meta Advantage+ catalog ads campaign to acquire new customers, boost online sales, and increase return on ad spend. They featured inspirational and engaging video assets along with existing product images. Machine learning and automation delivered the highest-performing and most relevant creative at the product level. An A/B test revealed a 41% increase in return on ad spend and a 45% decrease in cost per purchase.