Meta pushes Reels monetization with new ad formats

Meta is also opening up new spaces for advertising on Instagram, including the ‘Explore’ tab that users see when they run a search in the app. (AFP/File)
Short Url
Updated 04 October 2022
Follow

Meta pushes Reels monetization with new ad formats

  • New features include “post-loop” video ad format and horizontally scrollable carousel ads

LONDON: Meta Platforms Inc announced a series of new ad formats on Tuesday, aimed at creating new revenue streams for the short video and business messaging products that it has identified as key to growth this year.

In a blog post, the parent company of Facebook and Instagram said it was starting tests for a new skippable “post-loop” video ad format to play after its TikTok-like short video product Reels, which it has been promoting heavily.

Another new Reels format features horizontally scrollable carousel ads, which can display between two and 10 images at the bottom of a Reel, the post said.

Describing the company's business strategy at a press event, Meta executives said the new formats could lure Reels creators with ways to earn money from ad placements next to their videos.

“Our goal is to be able to provide the tools and the monetization opportunities, as you are continually growing your creator following across our platforms,” said Nada Stirratt, vice president of Meta's global business group for the Americas.

The executives also touted ads that open direct chats between businesses and prospective customers saying Meta can now use artificial intelligence to optimize whether the ads target new customers or those most likely to make a purchase.

Artificial intelligence would, likewise, power the selection of ads shown in users' Instagram feeds, the company said, citing internal research involving 400,000 advertisers that showed the approach produced more user purchases than other feed ads.

Meta is also opening up new spaces for advertising on Instagram, including the ‘Explore’ tab that users see when they run a search in the app, the blog post said.


WEF report spotlights real-world AI adoption across industries

Updated 19 January 2026
Follow

WEF report spotlights real-world AI adoption across industries

DUBAI: A new report by the World Economic Forum, released Monday, highlights companies across more than 30 countries and 20 industries that are using artificial intelligence to deliver real-world impact.

Developed in partnership with Accenture, “Proof over Promise: Insights on Real-World AI Adoption from 2025 MINDS Organizations” draws on insights from two cohorts of MINDS (Meaningful, Intelligent, Novel, Deployable Solutions), a WEF initiative focused on AI solutions that have moved beyond pilot phases to deliver measurable performance gains.

As part of its AI Global Alliance, the WEF launched the MINDS program in 2025, announcing its first cohort that year and a second cohort this week. Cohorts are selected through an evaluation process led by the WEF’s Impact Council — an independent group of experts — with applications open to public- and private-sector organizations across industries.

The report found a widening gap between organizations that have successfully scaled AI and those still struggling, while underscoring how this divide can be bridged through real-world case studies.

Based on these case studies and interviews with selected MINDS organizations, the report identified five key insights distinguishing successful AI adopters from others.

It found that leading organizations are moving away from isolated, tactical uses of AI and instead embedding it as a strategic, enterprise-wide capability.

The second insight centers on people, with AI increasingly designed to complement human expertise through closer collaboration, rather than replace it.

The other insights focus on the systems needed to scale AI effectively, including strengthening data foundations and strategic data sources, as well as moving away from fragmented technologies toward unified AI platforms.

Lastly, the report underscores the need for responsible AI, with organizations strengthening governance, safeguards and human oversight as automated decision-making becomes more widespread.

Stephan Mergenthaler, managing director and chief technology officer at the WEF, said: “AI offers extraordinary potential, yet many organizations remain unsure about how to realize it.

“The selected use cases show what is possible when ambition is translated into operational transformation and our new report provides a practical guide to help others follow the path these leaders have set.”

Among the examples cited in the report is a pilot led by the Saudi Ministry of Health in partnership with AmplifAI, which used AI-enabled thermal imaging to support early detection of diabetic foot conditions.

The initiative reduced clinician time by up to 90 percent, cut treatment costs by as much as 80 percent, and delivered a 10 time increase in screening capacity. Following clinical trials, the solution has been approved by regulatory authorities in Saudi Arabia, the UAE and Bahrain.

The report also points to work by Fujitsu, which deployed AI across its supply chain to improve inventory management. The rollout helped cut inventory-related costs by $15 million, reduce excess stock by $20 million and halve operational headcount.

In India, Tech Mahindra scaled multilingual large language models capable of handling 3.8 million monthly queries with 92 percent accuracy, enabling more inclusive access to digital services across markets in the Global South.

“Trusted, advanced AI can transform businesses, but it requires organizing data and processes to achieve the best of technology and — this is key — it also requires human ingenuity to maximize returns on AI investments,” said Manish Sharma, chief strategy and services officer at Accenture.