Instagram expands ads, offers up more targeted formats

Social media platform will expand ad targeting options as well as utilise Facebook infrastructure and consumer insights to improve advertising

Instagram says extending its advertising offering to more brands, as well as launching action-oriented formats, are big steps forward in helping advertisers better target consumers.

The social media site announced this week that it is opening up advertising to all businesses following 18 months of strong results with pilot partners. To do this, the company said it will offer action-oriented formats, enable more targeting capabilities, and streamline the way businesses buy ads.

Instagram pointed to Nielsen Brand Effect measurements across 475 campaigns on its platform globally, which found ad recall of the sponsored posts was 2.9 time higher than the average for online advertising.

In a blog post, Instagram said it will now evolve ad formats to serve a range of goals advertisers are looking to meet, from awareness and message association to website visits and offline sales.

“This will not only help advertisers, but the community as well, as people will be able to learn about a product or service and then take action directly from an ad to sign up on a website, buy a product, or download an app,” the company stated.

Later on this year, Instagram will also expand ad targeting options, working in partnership with Facebook and leveraging its infrastructure for managing and measuring ads to better reach consumers based on their demographics, interests and behavioural insights.

It’s also planning to make advertising available through Instagram Ads API and Facebook ad buying interfaces in coming months. The first step will be opening the Instagram Ads API to select Facebook marketing partners and agencies, before expanding access globally later this year. More than 2 million advertisers are currently using Facebook.

At the same time, Instagram said it is improving feedback within the platform to better enable users to control and improve the relevancy of ads they see.

Just last week, Instagram officially rolled out its carousel advertising to Australian brands, allowing advertisers to include multiple images within one post, as well as link directly to their websites. The first brands locally to sign up include Destination NSW, Kathmandu and crown Resorts.

Instagram first announced its intention to bring ads to the platform in late 2013, rolling out a proposed look and feel with the first wave of advertisers, which included Adidas, Lexus, Levi’s and Burberry.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Why 2017 will herald a resurgence of values-based marketing

It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.

Jacqueline Burns

Founder, Market Expertise

Why customer experience driven growth is set to take off

Our overall brand perceptions are invariably shaped by our experiences. And loyal customer relationships can be severed in moments by a negative service interaction.

Consistency and conversation: How branding and advertising can work better together

Advertising and branding are two of the most visible outputs of marketing, which is why getting them right is so important. However, too often the line between branding and advertising becomes blurred. This means advertising activity can be out of sync with brand, resulting in poor results for both functions.

Dan Ratner

managing director, uberbrand

Someone needs a swift kick up the bum for such an idiotic idea.

random

​Why a degree is no longer enough to get you hired as a skilled marketer

Read more

The frequent flyer programs are the new profit machines for airlines all over the world, as they have morphed to be mass marketing machin...

Steve@iFLYflat

Velocity frequent flyers program strong performer in mixed half-year for Virgin

Read more

Hi Jennifer, thanks for sharing these info regarding the digital marketing trends.I've created a related video to this topic, would you m...

Fabio Carry

Predictions: 17 digital marketing trends for 2017

Read more

Great news. Marketing automation can be very useful for companies at various stages of development. With so many tools out there it's bet...

Ben

How HBF rolled out marketing automation in eight months

Read more

I read a report that the business sector in Australia as a whole have yet to fully harness and see the proactive change that predictive a...

Alex Martin

Report: Predictive analytics, IoT, machine learning battle it out for marketing dollars

Read more

Latest Podcast

More podcasts

Sign in