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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

looking for the best quality of SMM Panel ( Social Media Marketing Panel ) is a website where People Buy Social Media Services Such as Fa...

Kavin kyzal

How to manage social media during Covid-19

Read more

Thank you for sharing your knowledge. Definitely bookmarked for future reading! Check this website https://a2designlab.com/ with lots of ...

Pierce Fabreverg

Study: Gen Z are huge opportunity for brands

Read more

Thanks for sharing. You might want to check this website https://lagimcardgame.com/. An up and coming strategic card game wherein the cha...

Pierce Fabreverg

Board games distributor partners with Deliveroo in business strategy pivot

Read more

Such an important campaign, dyslexia certainly need more awareness. Amazing to see the work Code Read is doing. On the same note we are a...

Hugo

New campaign aims to build understanding around scope and impact of dyslexia

Read more

Great Job on this article! It demonstrates how much creativity, strategy and effort actually goes to produce such unique logo and brandin...

Pierce Fabreverg

Does your brand need a personality review? - Brand vision - CMO Australia

Read more

Blog Posts

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Predicting the Future: Marketing science or marketing myth?

Unicorns, the Sunken City of Atlantis, Zeus: They are very famous. So famous in fact, that we often think twice about whether they are real or not. Sometimes if we talk about something widely enough, and for long enough, even the strangest fiction can seem like fact. But ultimately it is still fiction - stories we make up and tell ourselves over and over until we believe.

Kathy Benson

Chief client officer, Ipsos

Winning means losing in the game of customer retention

At a time of uncertainty and economic hardship, customer retention takes on much greater importance. CX Lavender’s Linda O’Grady examines the big grey area between ‘all’ and ‘best’ customers when deciding who is worth fighting for and how.

Linda O'Grady

Data Strategy Partner & Business Partner, CX Lavender

Sign in