Instagram expands advertising to include small businesses and new formats

Anne Freier

In Mobile Advertising

September 17, 2015

Instagram recently announced that small and large businesses can now make full use of its self-serve adverts. The imaging app also expanded ads to 30 new countries, including Italy, Spain, Mexico, India and South Korea.
Instagram expands ad options
Instagram advertising incorporates much of Facebook’s ad infrastructure to ease targeting of messages and reach more people. A new host of formats makes it easier to create campaigns that fit a brand’s objective. In its blog post, Instagram notes that it has seen significant demand for its solution within eCommerce, travel, entertainment and retail. During a test phase, the company noted positive results with 97% of measured campaigns on Instagram having generated significant lifts in ad recall.
US online shopping site Gilt Groupe ran a campaign that drove 85% in app installs. Furniture designer generated a 10% increase in orders running Instagram ads, whilst game developer Kabam acquired new users that played for longer and purchased more.
In addition, the company added a range of new capabilities, including landscape photo and video, video ads up to 30 seconds long as well as delivery and optimisation tools for better performance across Facebook and Instagram. It also presented a premium product called Marquee that drives mass awareness and expanded reach for a short time period and would benefit events and product launches.
Given that Instagram has over 300m users worldwide, it is projected that the company can generate 14% or $2.8bn of mobile ad revenue for Facebook by 2017.