Meta will launch in South Korea a "Live ads" product that shows Instagram Live broadcasts as ads in Stories, Feed and Reels to help draw viewers and drive purchase conversions.

Meta said it will formally offer Instagram Live ads in South Korea starting on Sept. 30.

The feature shows Live broadcasts, previously exposed mainly to followers, in ad form to users with a higher likelihood of buying products. It uses the broadcast itself as the ad creative, so separate ad content does not need to be produced.

It is available to users with professional or creator accounts with at least 1,000 followers. It can be set up in Ads Manager, Meta Business Suite and the Instagram app, and standard ad rates apply with no separate sales or transaction fees.

Ads appear in Instagram Stories, Reels and Feed while a Live broadcast is underway. In Stories, the Live broadcast plays for up to 15 seconds, and in Reels and Feed it plays until the user swipes away.

External links can also be attached during a Live. Links that take users to websites, applications and WhatsApp, among others, can be added to encourage visits to product pages or purchase screens. Before major broadcasts such as product launches, users can also run "notification ads" to prompt users to sign up for broadcast start alerts.

After running ads, the service provides detailed metrics such as reach, impressions and video views so users can check Live performance.

Meta's own research showed that using Live ads increased viewer and purchase conversion indicators. Businesses that ran budgets of $100 or more had about 24 times as many Live viewers as when they did not use ads.

It also found that, across 25 performance measurement results, purchases rose 17.1 percent when Live ads were applied, and return on ad spend was tallied at 2.7 times.

In South Korea, Dyson and Qoo10 Japan, an e-commerce platform operated by eBay Japan, have piloted the feature ahead of the formal launch.

Woosung Kim (김우성), a performance marketing manager at eBay Japan, said, "Instagram Live has established itself as a channel for communicating with major K-beauty consumers such as Gen Z," and added, "We expect Live ads will help expand interactions with users."

Meta is also providing related marketing features in South Korea, including "product tags" that allow creators to link product information to Reels and Feed posts and "partnership ads" in which brands run ad spending on creator content.