Facebook announced that advertisers will be able to integrate polls, augmented reality and games into their ads to enable them to interact with their targets, to move away from ads seen or read passively.

The advertising offer will extend from the Instagram application, Facebook to the Messenger service.

These features already existed for certain advertising formats or for testing by certain advertisers.

Facebook was already offering advertisers and creators of “Stories”, photo montages and ephemeral videos on Instagram, the possibility to include polls or questions. This tool will now also be available for video ads appearing on the Facebook feed.

Advertisers will also be able to incorporate augmented reality into ads this fall. With this feature, already tested by some brands, users can for example try the color of a cosmetic product on their own photo or visualize how a piece of furniture would fit in their living room.

All advertisers will now also be able to run video games, a format used by apps or video game publishers to present a preview of their product.

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