Instagram has launched immersive, full-screen ads on its Stories feature. The Facebook-owned company had opened ads to 30 testing partner brands back in January 2017 and has now opened it to all users globally.
Ads in Stories work similar to the stories feature and allow brands to use targeting and reach capabilities to make them relevant for the people they want to reach. They are available through the Marketing API, Power Editor and Ads Manager.
“Today, businesses of every size around the world can start running ads in stories through the Marketing API, Power Editor and Ads Manager optimised for reach. By optimising for reach, you can show your ads to the maximum number of people in your audience and control how often they see your ads. The reach objective for ads in stories will begin rolling out today and will be available globally in the next few weeks,” the company blog post said.
One of the testing partner, Airbnb (@airbnb) ran a series of 15-second video ads in stories to build awareness and buzz around its product launch. Instagram claims that with its Stories campaign, the company saw a double digit point increase in ad recall and a significant lift in travelers selecting the company to find and book local tours, activities and experiences.
“We saw a double digit point increase in ad recall from our experiences on Airbnb campaign that further justifies our investment in ads within stories as they have made a measurable impact for us. Our ability to apply existing targeting and measurement in an experience to reach the right audience, in the right mindset, with the right story at scale has allowed us to achieve the results we were hoping for in a partnership with Instagram,” said Eric Toda, Global Head of Social Marketing and Content.
Instagram has over 600 million monthly users and its Stories feature, which was launched in August last year, has 150 million daily users.