Instagram announced that its advertisers can now pursue business objectives including broader brand campaigns optimized for reach and frequency, as well as performance campaigns to drive website conversions.
The broader range of objectives was detailed in an Instagram for Business blog post:
By optimizing for reach and frequency, advertisers can manage the number of people they reach with their Instagram ads and how frequently the ads are shown. To make media planning and buying even easier, advertisers can also control the reach and frequency of campaigns across Instagram and Facebook.
In addition, performance advertisers can now optimize delivery of their ads to people who are most likely to take an action on their website—driving more efficient performance on Instagram, or for campaigns running across Facebook and Instagram. Our goal is to remove friction and give businesses the most bang for their advertising buck.
As for carousel ads, Instagram said the ad format has generated a 2.5-point lift in ad recall, citing specific successful campaigns by French retailer L’Occitane and the Las Vegas Convention and Visitors Authority.
Readers: What are your initial thoughts on the new ad objectives available via Instagram?