Meta introduced updates to full-screen ad formats on Audience Network to boost engagement. These updates were rolled out in August 2025 (Android) and January 2026 (Android and iOS). We want to highlight what has changed, and what advertisers can expect in terms of performance shifts in their campaigns as these new formats roll out.
While other Meta surfaces often provide skippable ads, surfaces like Audience Network deliver ads on third-party apps featuring natural ‘ad breaks’ that invite more active people interaction. Our updated ad formats are designed to capture this full-attention environment and help drive higher engagement with your brand and products. These updates align Audience Network with industry standards across other ad networks.
What’s new
Inspired by Facebook Reels, we have redesigned full screen ads (rewarded video and interstitial) on Audience Network to better capture people’s attention and help improve engagement:
- Multiple ways to engage with ads:
Redesigned format layout with multiple calls to action (CTAs) help foster deeper engagement with ads, giving people more opportunities to interact with ads and capturing more attention and providing more pathways for people to interact with your brand and product. - Seamless in-ad destination browsing
People can now browse your products or open your app’s store page while staying within the ad, reducing steps from discovery to purchase or install.
What this means for your campaigns
With these format changes, you may see higher clickthrough rates (CTR) on Audience Network as people have more opportunities to engage with your ad as compared to other Meta placements. We expect the total number of conversions (and post-impression conversion rates) to increase while conversion rate per click may decline in some cases, due to higher click volume. So, we encourage you to evaluate performance holistically across total conversions and post-impression signals.
Topics: Ad formats, Rewarded video, Interstitial ads, Monetization, Product updates
