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Facebook’s New Ads Bundle Signals Growing Importance of Interactivity in Online Advertising
New Delhi: Facebook is rolling out a suite of new interactive ad solutions today including Poll ads, Augmented Reality (AR) ads, Instagram poll stickers for Stories ads, and Brand Playables. The new Ad solutions released today are built on people’s natural desire to interact, engage, and touch. Interactive Ads enable instant two-way communication and get people involved, which is a natural fit for how people, especially the youth, engages on mobile phones. With the festive season coming up in India, this suite of interactive Ads can help advertisers engage with their consumers in new and interesting ways.
"At Facebook, we build for people first. This means our products, services, and Ad solutions have evolved to meet people’s growing desire to engage and participate in ideas. This is also a key reason why they have delivered consistent business results for our advertisers, large and small. In the age of reducing attention spans, Interactive Ads are one of the most effective ways of holding the attention of the consumer. They are also easy to execute – a poll Ad can be created in just five seconds. The new Ad bundle will especially add value to brands looking at high-engagement festive campaigns,” said Sandeep Bhushan, Director and Head of Global Marketing Solutions (GMS), at Facebook India.
Increasingly people want to participate in a brand’s big idea and they’re using innovative ways of doing so – less words, more GIFs, Lives, Reactions, emojis, face filters, and stickers. In turn, brands and people are becoming more intertwined and it’s changing digital advertising from a one-way push communication to an ongoing dialogue powered by creativity. “This behavior is unfolding across our family of apps. Already, 60% of businesses on Instagram use an interactive element such as @mention, hashtag or poll sticker, in Stories every month. What started with exploring new things on mobile has morphed into vast and varied conversations that welcome people’s participation and will eventually immerse them into shared experiences. To help brands further embrace this trend, we are announcing new ad solutions that encourage a playful experience between people and businesses, and deliver results,” said May Seow, APAC Creative Strategy Lead, The Creative Shop at Facebook.
Facebook is now bringing video poll ads to Facebook mobile Feed, globally available this month. Poll ads allow advertisers to insert polls to video ads and enable an interactive, personalized advertising experience. Facebook is launching three variants of poll ads, and each will support the reach, brand awareness objective (BAO), traffic, and app installs objectives:
· Poll Only: enable advertisers to interact with their target audience to drive brand lift.
· Poll plus Watch & Browse: enable advertisers to capture peoples' preference for personalized journeys on their websites.
· Poll plus Watch & Install: enable advertisers to interact with people and drive them toward an app install.
Advertisers can insert a poll question and two corresponding response options to a video ad campaign in the Facebook mobile News Feed. “In early findings, we’re seeing poll ads in Feed drive increased brand awareness and conversions. For example, in 5 out of 9 brand lift studies, we observed poll ads increased brand awareness compared to video ads,” Seow said.
In addition to interactive questions, people use face filters and fun animation in the 1 billion stories shared every day across Facebook, Instagram, and WhatsApp. For businesses, the augmented reality opportunity is clear. For WeMakeUp, a US-based cosmetics brand, AR Ads on Facebook enabled customers to try on its latest shade of lipstick, and as a result the brand drove a 27.6 point lift in purchases with the average person spending 38 seconds interacting with the ad unit. Facebook is now expanding this AR opportunity to more advertisers, entering open beta for AR Ads globally over the next few months.
Lastly, Facebook is also expanding its playable ad format that allows people to play a game to drive downloads, conversations, and brand objectives. Uber India used the Playable format for a campaign during the 2019 Cricket World Cup and saw 3X higher Ad Recall Lift Rate and 10% higher click through rate (CTR) compared to other brand awareness campaigns.
The expansion of playables is now available for all advertisers globally.
MAM
Lego brings Messi, Ronaldo, Mbappé, Vinicius together
Campaign clocks 314 million views ahead of FIFA World Cup 2026 buzz.
MUMBAI: Four legends, one frame and not a single tackle in sight. Lego has pulled off a crossover few thought possible, uniting Lionel Messi, Cristiano Ronaldo, Kylian Mbappé and Vinícius Júnior in a single campaign ahead of the FIFA World Cup 2026 only this time, they’re building dreams brick by brick.
Titled “Everyone wants a piece”, the campaign features the quartet assembling a Lego version of the World Cup trophy, before placing miniature versions of themselves atop it, a playful nod to football’s ultimate prize. Shared widely across social media, the ad carries a pointed disclaimer: it is not AI-generated, a subtle but telling signal in an era where even reality is often questioned.
The numbers tell their own story. The campaign has already crossed 314 million views on Instagram across the players’ accounts, with fans hailing it as a rare, almost nostalgic moment particularly for the reunion of Messi and Ronaldo, whose last shared campaign ahead of the 2022 World Cup became one of the platform’s most-liked posts.
Beyond the film, Lego is extending the play with exclusive, player-themed sets tied to each of the four stars, part of a broader football-led programme designed to ride the global momentum building towards 2026. The idea, as echoed by the players themselves, leans into the parallels between football and play experimentation, creativity, failure, and triumph.
Messi described the sets as a way to bring on-pitch moments into an imaginative, hands-on world, while Ronaldo called the transformation into a Lego figure a rare honour, blending sport with storytelling. Vinícius, meanwhile, struck a more personal note, recalling childhood moments of building with Lego and framing creativity as a universal language that transcends borders.
The timing is no accident. With the 2026 World Cup set to run from June 11 to July 19 across the United States, Canada and Mexico, and featuring an expanded 48-team format, global anticipation is already building. Argentina, led by Messi, will enter as defending champions, adding another layer of intrigue.
For Lego, the campaign does more than celebrate football, it taps into its mythology. Because when icons become figurines and rivalries turn into play, the beautiful game finds a new kind of pitch. one built, quite literally, by hand.
