You will be redirected back to your article in seconds

Instagram Launches 30-Second Video Ads

Fox's 'Scream Queens' first to buy wide-scale ad campaign on Facebook-owned service

Facebook’s Instagram has finally flipped the switch to make ads on the service — including video spots up to 30 seconds — available to marketers on a wide scale, with Fox’s “Scream Queens” among the first to buy a big flight.

In addition to the U.S. and other big markets, advertisers can now buy ads on Instagram in more than 30 new countries, including Italy, Spain, Mexico, India and South Korea, the company announced in a blog post Wednesday. Instagram, which says it has 300 million users, plans to launch self-service ad buying in additional markets around the world Sept. 30.

Facebook acquired Instagram in 2012 for $1 billion, and the social giant has taken its time in selling advertising for the photo-centric microblogging service for fear of turning off users. In 2013, Instagram launched the ability to edit and upload 15-second videos and video ads were previously limited to that length.

Fox is the first to use Instagram’s new “Marquee” ad product for horror series “Scream Queens.” Marquee is designed to “drive mass awareness” in a short time-frame by pushing the promos in front of a large number of users, according to Instagram. “Scream Queens,” slated to premiere Sept. 22, stars Emma Roberts, Ariana Grande, Billie Lourd and Abigail Breslin. (See the Instagram ad, below.)

Others that have tested out Instagram ads include game developer Kabam, which used it to promote “Marvel Contest of Champions”; according to Instagram, those users stayed in the free-to-play mobile game longer and purchased more than average. According to Instagram, 97% of ad campaigns it has measured on the service generated significant increases in ad recall (though it didn’t quantify how significant the lift can be).

In addition to video ads up to 30 seconds, Instagram also introduced landscape (horizontal) photo and video ads for “a more cinematic feel” and delivery and optimization tools to manage campaigns across Facebook and Instagram.

More Digital

  • Amazon Prime

    Amazon Prime India Greenlights ‘Bandits’ Music Series

    Amazon Prime Video India has greenlit original series “Bandish Bandits.” The show is a musical created by Still and Still Media Collective. The series will follow an Indian classical musician bound by tradition and a pop star whose performance skills are greater than her talent. A bandish is a term used to describe a musical [...]

  • Alibaba Buys 8% Stake in Chinese

    Alibaba Buys 8% Stake in Chinese Video Platform Bilibili

    Alibaba has purchased an 8% stake in the Chinese online video platform Bilibili, the official Xinhua news agency reported. Bilibili is one of China’s top video streaming and entertainment platforms, with about 92 million monthly active users and 450 million page-views per day. Founded in 2009, it was listed on the NASDAQ last March. Alibaba’s [...]

  • Clevver-Logo

    Hearst Magazines Buys Clevver's Pop-Culture YouTube Channels After Defy's Demise

    Hearst Magazines has snapped up Clevver, a network of female-skewing lifestyle and pop-culture news YouTube channels that had been owned by now-defunct Defy Media. Clevver was left homeless after Defy’s sudden shutdown in November; its principals said at the time they were looking for a new home. Hearst Magazines sees a digital fit with Clevver’s [...]

  • "Brother" -- Episode 201-- Pictured (l-r):

    CBS Interactive's Marc DeBevoise on Streaming Boom, Content Strategy, and Apple

    Not everyone wants or needs to be Netflix to succeed in the streaming space. And not everyone sees Apple’s enigmatic new service as a threat. Even as rival streaming services offer gobs of content, CBS Interactive’s president and COO Marc DeBevoise sees the company’s targeted original programming strategy continuing to attract viewers to its All [...]

  • Rhett-Link-Good-Mythical-Morning

    Rhett & Link's Mythical Entertainment in Talks to Acquire Smosh (EXCLUSIVE)

    Smosh, the YouTube comedy brand left stranded after parent company Defy Media went belly-up, may be about to get a new business partner. Mythical Entertainment, the entertainment company founded by top YouTube comedy duo Rhett & Link, has been in talks about acquiring the Smosh brand, sources told Variety. Multiple potential buyers came forward to [...]

  • Pokemon Go

    Proposed 'Pokémon Go' Lawsuit Settlement May Remove Poké Stops, Gyms

    A proposed settlement in the class action lawsuit against “Pokémon Go” developer Niantic could remove or change a number of Poké Stops and Gyms in the popular augmented reality game. The proposed settlement was filed in a California court on Thursday and applies to anyone in the U.S. who owns or leases property within 100 meters [...]

More From Our Brands

Access exclusive content