Instagram ads evolving and increasingly look more like those of Facebook
Facebook/Instagram is tweaking advertising your site and the means by which advertisers can buy: is adding direct response ads, improving targeting options and facilitating the process.
In summary, both ads Instagram as the process of buying them increasingly look more like those of its parent company, Facebook. For example, later this year a retailer would be able to create an ad Instagram segmented its existing customers that include a link to your site and run the ad without having a sales representative Instagram, a method already Facebook works.
In the words of Jonathan Schaaf, president of digital investments in Omnicom Media Group -a company that signed an advertising agreement with Instagram worth up to $ 100 million in March 2014 is the “maturation of the business model”, which has since evolved to include advertising for the first time in October 2013.
With this move Instagram hopes to expand beyond the small pool of brands investing in digital to a larger pool of direct response advertisers who invest in digital. Advertisers direct response may not spend as much annually as the biggest brands, but because they know more precisely who want to see your ad and how they want to measure the effectiveness of it, so they are usually willing to pay more per ad and and to justify the higher cost.
But these direct response advertisers are generally only willing to pay for an ad if it leads to a certain result. These advertisers are concerned with clicks rather than impressions. That’s why Instagram is including links to all your ads of photos.
Links to ads in a single photo
After adding links to their multiple listings “carousel” in March photos, Instagram is including links to their ads in a single photo. Brands, beyond wanting users to see your pretty picture and give you a “like” or comment that may now try to make people click on the ad to do things like buy a product on the site of a advertiser or download an application. Although manufacturers may not add calls to action in the video ads Instagram, and can not be buy products from advertisers in Instagram.
James Quarles, global head of business and brand development in Instagram, this is the next step for the imaging platform remains a catalog, a showcase for the brands.
Advertisers will have two ways to pay for these direct response ads. They can pay for each click on the link provided in the ad or you can say to Instagram how much they would pay per click link, and Instagram serve ads to people who think they are more likely to click the ad, according to the anunciante- defined parameters and charge the advertiser for the number of ad impressions served, which can be cheaper than paying per click.
Normally, more specific as it is an ad, the more expensive it is. And Instagram ads will soon be more specific. Until now, advertisers could only target your ads on Instagram by age, gender and country of residence. At a time when Facebook advertisers can target ads based on things like television programs they see, where to buy, what sports teams you like and where they work, oriented options Instagram ads are almost old school.
“We have gone beyond these great brands with which we have worked with who initially prioritize the primary scope. Smaller companies have closer targets audience, and we want to help them find it in the interests or demographics more specific geolocation, “Quarles said.
At year’s end, all the ways in which a notice of Facebook can be segmented also be available to target ads Instagram, including the ability for brands to use their own customer data to segment and allows Facebook Custom tool Audiences. E Instagram also added the ability to target your accounts based on users continue to platform announcements.
The extended orientation options allow advertisers to synchronize and sequence their campaigns on Facebook and Instagram. That means a group of people can see an ad for a brand on Facebook and a notice suggestion to follow the same mark on Instagram, which means more revenue for the parent company.
Improving the purchasing process
Instagram is also making it easier for advertisers to buy ads. On the one hand, Instagram will allow a number of technology companies and advertising agencies have shaped Instagram to buy ads through the purchase of automated tools such company announcements. Instead of needing a sales representative, an advertiser can create an advertising campaign on Instagram using a computer program. It’s like booking a flight through an online service such as Kayak travel instead of calling a travel agent.
Some of the certified partners for Facebook that will help advertisers to automate their ad buys Instagram with own shopping tool automated announcements are Laundry Service, Resolution of Omnicom Media, Starcom MediaVest MediaVest Group, Salesforce, Nanigans, SocialCode, Kenshoo, and Unified Brand Networkds.
If an advertiser wants to go on your own or can not afford to use one of these tools to purchase third-party ads, you can also buy ads on Instagram using the tools of self-service ad buys as Facebook later this year .
Ultimately, from the point of view of users, they will now be able to see more ads, but with the addition of new options segmentation what is expected is that advertising is most relevant.