Instagram is expanding its advertising game globally and launching a couple of new capabilities for businesses to take advantage of. The company revealed in a blog post that advertisers can now create video ads of up to 30 seconds, leverage a new premium ad unit that benefits new product launches, and much more. And starting September 30, Instagram Ads will be open to everyone around the world.
Ads started to appear on the popular photo-sharing social network nearly two years ago, starting with fashion designer brand Michael Kors. And since that time, Instagram has made efforts to make sure that it was protecting the consumer experience — or at least this is what Facebook Chief Operating Officer Sheryl Sandberg remarked during the company’s second quarter earnings call.
Different types of ads appeared, including carousel and video ones. No one seemed to complain about it interfering with the user experience. Until now, Instagram managed who had access to advertise on the social network, but the floodgates will be knocked down. Starting this month, the company says that “advertisers both large and small” will be able to run campaigns on the service. Ads are also available in more than 30 new countries, including Italy, Spain, Mexico, India, and South Korea. But most importantly, it’ll be a worldwide thing in just a few weeks.
By that time, advertisers will be able to take advantage of new capabilities, including lengthier video ads. Before they were limited to just 15 seconds, but now they’re twice as long so brands should be able to adequately tell their story — just like the length of an average television commercial.
In addition, there’s a new ad type Instagram calls Marquee. It’s a premium unit that should “help drive mass awareness and expanded reach in a short time-frame”. Ad Age considers this to be a takeover unit, which should be interesting to see how this looks like on Instagram — will it take over the entire screen when you scroll through your News Feed? Instagram says marquees are perfect for movie premieres and also new product launches.
From VentureBeat
Some other updates Instagram is making available for advertisers include support for landscape photos and videos to help give ads a more cinematic feel. Landscape media was recently made available for consumers when the service suddenly shifted away from its iconic square feel. Also, there are new delivery and optimization tools for brands to use to enhance their campaigns.
Instagram is definitely touting the success of its Ads program, saying that it has helped to generate “strong branding results”. In fact, 97 percent of the campaigns measured by the company have generated “significant lifts in ad recall.”
So advertisers, get ready to divert some of your marketing dollars to Instagram because soon the doors will fly open and anyone will be able to sell their wares.
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Instagram launches 30-second video ads, will start pushing ads globally on September 30
from VentureBeat » Social Media Companies | Social Network News | VentureBeat http://ift.tt/1LWvuOL
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