DigitalNews Today: Instagram opens advertising to all

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Instagram opens advertising to all

Tuesday, September 15, 2015

Facebook appears to be trying to recoup some of the $1 billion it spent three years ago to acquire the wildly popular photo-sharing app.

When Instagram first started allowing advertising on its platform, it was limited to a select few clients that had to shell out a hefty sum. But starting this month, Instagram advertising is open to all manner of advertisers. The company announced the new ad units through its Instagram for Business blog:

With technology that leverages the best of Facebook’s ads infrastructure, it’s now easy for advertisers on Instagram to target their message more effectively and reach people based on what they care about—whether it’s fashion, sports, cars or food. Advertisers also have access to new ad formats that help them achieve a variety of objectives, allowing people to learn more about something that interests them or even shop for a product right from Instagram.

Instagram further explained the following new options:
  • Landscape photo and video to unlock new creative opportunities and give ads a more cinematic feel
  • Video ads of up to 30 seconds in length, so brands can engage in richer storytelling
  • Marquee , a new premium product that helps drive mass awareness and expanded reach in a short time-frame—perfect for events like movie premieres and new product launches
  • Delivery and optimization tools to manage and drive the best performance of campaigns across Facebook and Instagram

These ads are available for everyone in 30 countries around the world, and additional countries will have access by the end of September.

For marketers, the message is clear: Instagram is now a major player in the social media advertising game.

Meanwhile, users should get used to see an increased number of ads—and from advertisers that may not exactly understand what users want to see in paid placements.

This story was originally published by Regan.

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