For the first time, Meta is testing ads in Facebook notifications. This is a new development for Meta. The platform has typically kept its notification section free from advertising. With this new ad placement, Meta is tapping into one of the most frequently visited sections of its app.

According to Meta, the goal is to give advertisers a way to reach people who have previously engaged with an ad or shown interest in their content. Instead of relying solely on News Feed or Stories, brands can now reach users through their notifications.

How Facebook notification ads will work

Advertisers will be able to serve ads to users when they click the familiar notification bell on Facebook. When users tap on the bell, they’ll see ads labeled as "Sponsored." This is to indicate that it is different from other notifications. These sponsored messages will appear alongside regular alerts, such as friend requests, post likes, and event reminders.

If users click on an ad, it will be expanded to show more details about the ad. This is much like a typical ad in the News Feed.

Meta is also giving users some control over these ads. From the three-dot menu on the ad, they will have more options to hide or delete the notification ad. They can also report it if they find it inappropriate or choose to see more or fewer ads of a similar type.

If this test rolls out widely, it could be an important tool for re-engaging users who might have browsed an ad but didn’t take action.

New ad features and expanded placements 

Meta is also rolling out new ad tools and placements to enhance campaign effectiveness. 

Advantage+ updates: More AI-powered sales tools

The company is expanding its updates for Advantage+ sales campaigns. It has introduced global expansion of omnichannel ads.

Now, advertisers can use Meta’s omnichannel ads, which direct shoppers to nearby stores with products in stock. The system also highlights discounts. The idea is to draw more customers for brands. 

Soon, Meta will also start rolling out a checkout update that sends shoppers to an advertiser’s website after they’ve built their cart in a Shop. This feature will first be tested in Australia and Taiwan.

Advertisers using Advantage+ catalog ads can now let Meta’s AI display additional products alongside their preferred product set. For example, a fashion brand promoting jackets could also have dresses shown to potential buyers if the system predicts interest.

Partnership ads and Advantage+ catalog ads now work together

Meta is also offering more ways for brands to combine influencer-driven content with product promotions. Advertisers can now use Partnership ads alongside Advantage+ catalog ads.

This means that brands working with creators can integrate their content into their catalog-based campaigns. For example, a creator promoting a skincare product could have their post directly linked to an Advantage+ ad showcasing the full product line.

Meta introduced Advantage+ catalog ads last March. This update brings another angle of performance optimization by combining creator influence with AI-powered recommendations.

Meta expands Incremental Attribution for AI-powered measurement

Meta is also expanding access to Incremental Attribution, an AI-powered attribution tool designed to measure the real impact of ads. This opt-in setting uses machine learning to determine which conversions are driven by ads, rather than other marketing efforts.

More ways for advertisers to drive conversions

Beyond new placements and AI optimizations, Meta is introducing other tools to improve ad performance. The platform will now let advertisers request users’ emails before sharing a promo code in promotion ads. Meta is also rolling out site links globally for Instagram. This feature will allow advertisers to drive traffic directly to their websites, just as they already can on Facebook.

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