Instagram wades into performance
advertising with carousel ads that extend brand story
Popular photography application
Instagram is foraying into the world of performance advertising by introducing
clickable links and carousel ads that offer deeper content and a story feel.
With more than 300 million users,
Instagram is an easy choice for advertisers. However, in the past the app has
lacked the ability to click on brand ads.
“There is a growing trend towards
mobile ads being performance based,” said Esha Shah, manager of mobile and
strategy at Fetch, San Francisco. “They must inspire some kind of action or
lead to a greater experience that can impact engagement or ROI.
“The carousel ad format still
sticks to the image-based format Instagram initially came out with, but now
brands can incorporate more into the stories they are trying to tell,” she
said. “They can also include links to inspire more interaction with the ad and
include a more solid call to action.”
Instagram is an app available for
all mobile devices and can also be accessed online. Users are able to upload
and edit pictures by adding filters, captions and hashtags.
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