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Facebook introduced ads for Stories last September and, while the social network and some of its advertisers are bullish on the option, the jury remains out among the ad community in general.
Over 500 million people are using Stories on Facebook, Messenger, Instagram and WhatsApp (where the feature is called Status), and the social network said more than 3 million brands are using Stories ads across Instagram, Facebook and Messenger.
Ad agency executives are bullish on the Stories format in general.
McGarryBowen New York executive director of strategy Laura Chavoen said, “Stories’ placement at the top of the screen when Instagram is opened offers brands immediacy, and as Stories are viewed or scrolled, consumer ‘right tap’ sequential navigation brings brand content on-screen, where strong creative invites deeper engagement.