Instagram Expands Availability of Ads, Adds New Features

By David Cohen Comment


Instagram opened its advertising platform to brands of all sizes and extended it to more than 30 countries, with a global launch set for Sept. 30.

The new countries include Italy, Spain, Mexico, India and South Korea, the Facebook-owned photo- and video-sharing network said in an Instagram for Business blog post, and the following new capabilities for Instagram ads were also introduced:

  • Brands can now incorporate landscape photos and videos.
  • Video ads can now run up to 30 seconds.
  • Instagram launched Marquee, which it described as “a new premium product that helps drive mass awareness and expanded reach in a short time frame—perfect for events like movie premieres and new product launches.”
  • New delivery and optimization tools.

Instagram also called out some of its early advertisers in its blog post:

Now, with the addition of new formats, we’re starting to see marketers achieve a range of objectives, from website clicks to mobile app installs. For example, Gilt Groupe turned to Instagram to win new customers, and it ran a campaign that drove an 85 percent lift in application installs. At the same time, designer furniture retailer’s ads yielded a 10 percent order value increase versus its benchmark. Game developer Kabam’s campaign helped it effectively acquire new players that stayed in its game longer and purchased more. And The North Face used iconic imagery to heighten awareness of its “believe in the impossible” speaker series, with results showing high engagement to learn more.

Readers: What are your initial thoughts on the updates to Instagram ads?