Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Source: Adweek
Instagram is starting to let brands advertise in between its 24-hour video stories section even though the feature just launched in August.
Why already? Why not? The scale is there—the Facebook-owned app revealed that 150 million people have been using Instagram stories daily. That represents a 50-million-user increase in just three months.
Around 30 brands are trying the new full-screen ads. That includes Capital One, Asos, Nike, Buick and Airbnb. The promos will first be measured solely by the number of people reached. In the coming months, the mobile player plans to expand to site visits and other metrics.
“I think [marketers] are excited about the pairing of this format with the advertising capabilities that we’ve built over the last couple of years,” said James Quarles, vp of Instagram Business. “They can target people that matter to them. They have the ability to reach as many as efficiently as possible. And they have access to a suite of measurement tools to see what worked.”
Instagram stories ads will be sold on the platform’s auction-style, automated system that charges cost-per-thousand-impressions rates, which are based on a number of demographic factors such as age, gender and location. It will be open to the platform’s 500,000 worldwide advertisers. When Quarles was asked about how often Instagram stories viewers would see the ads, he said the system will work to ensure relevance.
“It will look at interactions, liking, time spent, exits,” he said. “Did someone move onto the next story, or did they leave the stories tray entirely? All of those are great signals and give us a great sense of people’s behavior and the relative performance of the ad.”