Instagram to Sell Reels Ads for Viral TV and Movies Content, ‘Cultural Moments’ Like NFL Games and Black Friday

Meta also enhancing Advantage+ generative AI tool to let marketers produce 'UGC-style' videos using image assets

By Todd Spangler

Todd Spangler

NY Digital Editor

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Meta‘s Instagram wants to make it easier for marketers to buy ads that tap into viral moments on its short-form Reels videos.

Instagram announced that it is expanding Reels trending ads (RTA) inventory to add “TV & movies” as a new trending-content category alongside other new verticals like travel, business, and finance and investments. (Those join existing categories such as fashion, beauty, pets, autos and sports.) Instagram also launching new, limited-content lineups for “key cultural moments” such as Fashion Week, Formula 1 races, Black Friday and NFL games.

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