Full-Screen Ads Coming to Instagram Stories; Insights, Too

Instagram announced that Instagram Stories has reached 150 million daily active users, and those users will soon start seeing full-screen ads.

Instagram announced that Instagram Stories has reached 150 million daily active users, and those users will soon start seeing full-screen ads.

The Facebook-owned photo- and video-sharing network also revealed the rollout of Stories insights within its Business Tools.

Instagram Stories launched last August and reached the 150 million DAU mark Wednesday after topping 100 million last October.

Instagram said in an Instagram for Business blog post that it will test immersive, full screen ads in Instagram Stories with more than 30 brands– including Capital One, General Motors (Buick), Maybelline New York, Nike, Yoox, Netflix, Qantas and Shiseido—and those ads will include targeting, reach and measurement capabilities for those brands.

The ads will also be sound-on, and Instagram said in its blog post:

With roughly 70 percent of watched Stories being sound-on, this immersive, full screen nature creates an intimacy with people like never before.

The new ads will roll out globally on the reach objective and to all interfaces “in the coming weeks,” Instagram said, adding that more direct-response options will follow “in the coming months.”

In addition to the brands mentioned above, accommodations network Airbnb has been testing the sound-on format with its Trips on Airbnb series of 15-second videos aimed at connecting travelers with local experts by interest, and its global head of social marketing and content, Eric Toda, said in the blog post:

Immersive storytelling through Instagram Stories engages and invites our community to be part of an adventure. Instagram provides us the perfect tools to build awareness around our recently launched product, Airbnb Experiences, handcrafted trips designed and led by our hosts. By creating and publishing experience-driven stories, we can truly captivate and reach travelers wishing to book aspirational trips on Airbnb.

Instagram Business Tools will now include insights on Stories, including reach, impressions, replies and exits, and Instagram said in the blog post:

By viewing these insights, you can learn how to create more relevant content that resonates with your audience.

Readers: What are your thoughts on the addition of full-screen ads to Instagram Stories?

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.