Meta rolls out Dynamic Overlays for Advantage+ Catalogue Ads campaigns

Meta continues to enhance its Advantage+ advertising campaigns with a simple new feature that could boost your performance: Dynamic Overlays. In practical terms, this involves superimposing dynamic elements (such as prices or promotions) directly onto your product images. A minor change? Yes. But at a time when every detail counts when it comes to capturing attention as users scroll, it could make all the difference!

What are Meta’s Dynamic Overlays?

With this new feature, Meta allows you to automatically add labels (“overlays”) to your advertising visuals in Advantage+ Catalogue Ads campaigns. These labels overlay key information from your product catalogue.

Here are the four types of information you can display:

1. Price: indicate the current price of your product.
2. Strikethrough price: show a promotional price by crossing out the old price.
3. Percentage reduction: highlight the discount applied in relation to the original price.
4. Free delivery: display the "free delivery" information if applicable.

How can you take advantage of this opportunity on your networks?

To activate Dynamic Overlays, your product catalogue must be perfectly configured. In other words, Meta relies directly on the data you have entered to automatically generate labels.

If this information is incomplete or incorrect, your overlays may not appear correctly and you may miss out on the opportunity to showcase your best offers.

Before setting up your campaigns, remember to check:

• That each product has a current price listed
• That the previous prices are clearly indicated for products on promotion.
• That delivery charges are indicated (and set to 0.0 if you offer free delivery)

Another important point: for the moment, Dynamic Overlays are only displayed on the Facebook news feed. They are not yet available on Instagram or in other formats such as stories or the Audience Network.

Manual or automatic: two ways to manage your campaigns

With this update, Meta now gives you the choice between two approaches for integrating Dynamic Overlays into your advertisements: 

1. Automatic application: you can let the algorithm decide for you. Meta will automatically select the overlay (price, promotion, free delivery, etc.) that seems most relevant for each product in your catalogue. This is a handy option if you have a large number of items and want to save time without having to customise everything manually.
2. Manual customisation: for those who want to maintain complete control over their brand image, it is also possible to configure every detail of the overlays (shape, font, colour, position on the image, etc.). It's up to you to create visuals that are consistent with your graphic charter!

Another interesting new feature: you can now enable or disable each type of overlay independently. Until now, you had to choose a single format for all your products. Now you can combine, adjust and refine to highlight your best offers.

What does this mean in practical terms for your Meta campaigns?

On paper, it might seem like a simple name change: the old labels are now called “Dynamic Overlays”, and that’s it. But in reality, this update opens up real opportunities for your campaigns.

• Make your offers irresistible at first glance: a crossed-out price or a big "-30%" directly on the image? In just a few seconds, you can capture the attention of a user who is scrolling through their feed. On a Facebook feed saturated with information, every detail counts.
• Save time without losing control: if you prefer, Meta can automatically apply the right overlays depending on the context. No need to set everything up manually. And if you're more particular, you're free to customise every detail to keep control over the rendering.
• Align your visuals with your brand identity: no more identical adverts! With customisation options, your designs remain consistent with your visual universe, while riding the wave of promotional mechanics that work.

Meta continues to push intelligent automation with Advantage+. But here, instead of locking everything down, the platform also gives you the tools to refine your messages. That means fewer constraints and more impact for your campaigns!

Why test Dynamic Overlays?

Although this new feature is not revolutionary, it is part of a fundamental trend: making advertisements more contextual, more dynamic and more effective. It is a small addition that, when used well, can really make a difference to your results.

Thus, Dynamic Overlays offer a direct response to two major challenges:

1. News feed saturation: every advert must stand out quickly.
2. The search for ROI: every click counts, every visual improvement can influence conversion.

Want to optimise your Advantage+ campaigns with the new Dynamic Overlays? Feel free to contact our Social Ads agency and boost your advertising performance on Meta!