Some news from the DMexco digital marketing conference taking place in Cologne, Germany: Instagram—the current hot social network for brand advertisers hoping to reach young viewers—will offer direct response 30-second video ads. While shorter seems to work better for online video ads, Instagram is giving advertisers what they demand.
Instagram is expanding its self-serve ad platform from 8 countries to 38. Consider that the company only opened its API for ads to partners last month. That shows early results were a big success. Expect ad loads to remain low for now, as Instagram is committed to growing revenue slowly. Since ads are bidded on, that low supply means higher prices for advertisers. A recent article in Digiday says that brands have seen impressive responses from their Instagram campaigns, and value the ability to target young, urban, connected consumers. According to eMarketer, Instagram will pull in $595 million from mobile ad revenue this year.
Instagram is owned by Facebook, and is gaining access to its parent company’s brand lift tool. The tool helps advertisers test a number of campaigns to see which offers the best returns. Advertisers will be able to use the brand lift tool across Facebook and Instagram. Look for these improvements to hit Instagram starting September 30.
In Facebook news, the social network will now let advertisers choose to pay only if their ads are guaranteed to have been seen by a human, not just if they’re served. Advertisers can select top the 100 percent in-view option if they want reassurance that their ads have been seen. The option comes with a premium price tag. (Facebook’s standard is to charge when any part of an ad plays on the screen for three seconds.) Also, advertisers that need verified views can now get them from Moat, a third-party service. Moat will soon offer verification for other news feed and Instagram ads, as well.