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How Jennifer Aniston’s LolaVie brand grew sales 40% with CTV ads
The DTC beauty category is crowded. To break through, Jennifer Aniston’s brand LolaVie, worked with Roku Ads Manager to easily set up, test, and optimize CTV ad creatives. The campaign helped drive a big lift in sales and customer growth, helping LolaVie break through in the crowded beauty category.
1️⃣ WhatsApp Number Field Lands in Meta Instant Forms
Meta added a dedicated WhatsApp number field to Instant Forms, now available as a prefill question in lead gen campaigns. People filling out the form can share their WhatsApp number and opt to start a chat directly from the form completion screen. A WhatsApp Business account is required.
Source: Bram Van Der Hallen
My take: This is a welcome addition. WhatsApp is huge in Europe and a lot of advertisers were already asking for it through custom questions. Now, there's a proper field for it, so the whole flow is cleaner and compliant.
2️⃣ Manus AI Gets Access to Ad Library
Manus AI taps into the Meta Ad Library for competitive research. Users can analyze active competitor ads, identify creative patterns, and generate reports.
Source: Bram Van Der Hallen
My take: Manus AI finally has a real use case for advertisers. Competitive ad research is something every media buyer does manually. If this works well, it saves real time. Early feedback is mixed, but the direction is right.
3️⃣ Meta Is Overhauling How You Select Ad Formats
Meta announced that the current format picker (Flexible, Single image/video, Carousel, Collection) is going away.
A new "Format display options" system will replace it, letting one ad appear across multiple formats using different creative assets.
Source: Dario Zannoni
My take: Thanks, Meta. But there are bigger issues in the platform that need fixing before UI overhauls like this. It's an unnecessary facelift.
4️⃣ Meta Adds Frequency and Recency Filters to Retargeting Audiences
Meta introduced two new custom audience filters. "At least" lets you target users who engaged a minimum number of times.
"In the past" lets you target users who engaged within a specific date range. The filters work across Facebook and Instagram engagement audiences, including post views, ad clicks, and saved content.
Source: Bram Van Der Hallen
My take: I don't see a big difference here. You're just narrowing your remarketing audience further. At a time when remarketing pools are already getting smaller, I'm not sure how useful this really is in practice.
5️⃣ Ads Now Appear in WhatsApp Status
WhatsApp Status is now an official Meta ad placement. Ads show up between Status updates, similar to Stories on Instagram and Facebook. WhatsApp Status is now part of the full Meta ad inventory alongside all other placements.
Source: Facebook
My take: One more placement added to the list. Meta is slowly running out of places to put ads. From a user perspective, this is not great. WhatsApp Status felt like one of the last ad-free spots left. Not anymore.
Busy two weeks in Meta land.
Back on April 13.