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

Top tips to uncovering consumer insights for business innovation

An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.

Matt Whale

Managing director, How To Impact

Is your customer experience program suffering bright shiny object syndrome?

You may have heard of ‘bright shiny object syndrome’. The term is used to describe new initiatives undertaken by organisations that either lack a strategic approach, or suffer from a failure to effectively implement.

Leveraging technology to stand out in the sea of sameness

The technology I'm talking about here is data and marketing automation. Current digital marketing methodology, much as it is practiced at Bluewolf, dictates the need for a strategy that does four things: Finds the right audience, uses the right channel, delivers the right content, and does all of that at the right time.

Eric Berridge

CEO and co-founder of Bluewolf, an IBM Company

Lead Management is very important part of the process. For anyone running Facebook Lead Ads I would recommend using this service.Get your...

Dirk Lo

How this fintech startup is improving content marketing and lead generation

Read more

I am agreeing with Mr. Tyron Hayes that a measured test-and-learn approach could be missing opportunities to not only better engage custo...

rush essay reviews

CMO interview: How Curtin University’s marketing chief is using test and learn to cope with complexity

Read more

Excellent!

Dr Sadasivan,US

Shakespeare shows data and creativity aren’t Montagues and Capulets

Read more

Great article! Agreed with all... Matthew Lerner, Deeps De Silva... When a company has a great product that solves customers needs, a gre...

James Tyler

Why marketers are embracing growth hacking techniques

Read more

Very good article, Social media analytics helps in problem identification. They can serve as an early warning system for negative custome...

BizVinu

Four ways to use social media to boost customer loyalty

Read more

Latest Podcast

More podcasts

Sign in