Instagram introduces 60-second video ads
05.02.2016 275 views
Facebook Inc.-owned Instagram is doubling the maximum length of its video ads from 30 seconds to 60 seconds. The change comes less than six months after the social network doubled the maximum length of the ads from 15 seconds to 30 seconds in September.
T-Mobile and Warner Bros. are among the first 60-second video advertisers.
T-Mobile, which was using Instagram’s video ads to show consumers its 30-second Super Bowl ad featuring rapper and actor Drake, on Wednesday rolled out an extended 60-second version of the spot. The telecom company is using Facebook’s Custom Audiences tool, which lets advertisers use non-Facebook information such as its customers’ email addresses, to target those consumers on Facebook and Instagram. It will also use Facebook’s Lookalike Audiences tool to find consumers who share traits and characteristics with its Custom Audiences group.
The news comes on the heels of a Brand Networks report, released late last month, which found that Instagram is rapidly increasing the number of ads it shows consumers. Total impressions served on Instagram through the Brand Networks marketing platform increased from 50 million in August during Instagram's advertising testing period to 100 million in September, 200 million in October, 500 million in November and 670 million in December.
Source: Internet Retailer
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