Get a new ad model on Instagram with the magazine's advertising business
If Instagram used to offer brands an ad opportunity similar to an "outdoor billboard," it now offers a form of advertising that can be compared to a PK on a magazine's in-page ads.
Recently, Instagram launched a new "slide show" form of sliding multi-map ads. Brands can now tell a more complete marketing story with up to four images with captions. At the same time, this new form of advertising also supports link addition, so customers who want to know more and brands that want to do more can be satisfied with this form of advertising.
James Quarles, global director of Business and Brand Development at Instagram, said in an interview that Insragram decided to develop the new ad model because they noticed that many users would take screenshots of individual ads and re-post screenshots to get links and details about the product, while on the other hand, advertisers wanted to be able to show more and get the opportunity to import traffic for their websites.
However, the new form of advertising will only be available to brand advertising users with paid partnerships, with a base unit charge per 1,000-user view. Brands that don't pay, as well as individual users in general, won't find the ability to upload multiple images and add links at once on Instagram.
In addition, Instagram does not include link clicks in the analysis because of the new ad format's additional link features for post-ad analysis. Instagram will still provide advertisers with brand-centric data, such as how well people feel about the brand after watching ads.
In fact, For a long time, Instagram was a loving and hateful platform for brands. "Love" is because Instagram's impressive global user population is undoubtedly attractive to brands. More than 300 million people use Instagram worldwide each month, according to eMarketer released on March 3. And The number of Instagram users has grown rapidly, with 48 million instagram users, up 12 percent, in 2014.
But when it comes to "hate," brands have a hard time trying to get much benefit from advertising on Instagram. On the one hand, Instagram has strict requirements for images and captions uploaded by brands and must conform to their unique style. On the other hand, unlike running ads on a website, brands can't import links directly to a product or brand's official website through images posted on Instagram.
Instagram began selling ads in the second half of 2013, with Levi's, Disney and Banana Republic among its first advertisers. Prior to the launch of the new ad model for "multi-image links," Instagram's main form of advertising was paid single-image ads and short video ads.
A single and limited form of ad delivery has limited Instagram's advertising revenue, which so far has not even been worth mentioning alone by parent company Facebook at its earnings conference. But Twitter, which has only 284 million monthly users, was "proud" to report its fourth-quarter results for fiscal 2014, which generated more than 400 million ad revenue for the whole of 2014, well above expectations.
Fortunately, the Jedi began to fight back on Instagram. In addition to launching the multi-figure advertising business, Instagram has formed an independent ad sales team to further promote Instagram's ad delivery service, according to Adweek, an advertising news site. Instagram has previously shared an advertising sales team with parent company Facebook.
Instagram alone will have more than 100 million users in the U.S. market in the next three years, according to eMarketer, an online research firm. With a strong user base and new forms of advertising, Instagram should be the next major battleground for brand marketing.
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