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

  • T-mobile - Netflix - John Legere

    T-Mobile Passes Netflix Price Hike Through to Subscribers

    T-Mobile is getting ready to raise prices for subscribers who have taken advantage of its “Netflix On Us” promotion: The mobile carrier will begin charging existing customers who have participated in the promotion an additional $2 per month to account for Netflix’s recent price increase. Consumers will see their bill go up starting on 6/2. [...]

  • Oona King

    Snap Hires Google Exec Oona King as First VP of Diversity and Inclusion

    Snap continues to fill out the ranks of its revamped leadership team: The Snapchat parent tapped Oona King, most recently Google’s director of diversity strategy and a former member of British Parliament with the Labour Party, as its first VP of diversity and inclusion. King, who starts at Snap on June 11, is also the [...]

  • Chrissy Teigen

    Chrissy Teigen to Rule Over Small-Claims 'Chrissy's Court' in Show for Jeffrey Katzenberg's Quibi

    Chrissy Teigen is going full-on “Judge Judy” in a reality show ordered by Quibi, the mobile-video subscription start-up venture founded by Jeffrey Katzenberg. In each episode of “Chrissy’s Court,” the model-influencer will reign as the “judge” over one small-claims case. Like the reality TV shows it’s patterned after, the plaintiffs, defendants, and disputes are real [...]

  • IGTV-Landscape

    Instagram's IGTV Adds Support for Horizontal Videos — but Still No Monetization

    Instagram is still searching to find the right recipe for IGTV, the long-form video service it debuted nearly a year ago. In the hopes of encouraging usage of IGTV, Instagram is breaking the original design that allowed only vertical video– to now support horizontally oriented videos as well. It’s a change that bows to the [...]

  • Facebook Logo

    Facebook Took Down 2.2 Billion Fake Accounts in Q1

    Facebook saw a huge jump of bots trying to create fake accounts during the first quarter, with the company revealing Thursday that it took down 2.19 billion such accounts over the first three months of this year. “We’ve seen a steep increase in the creation of abusive, fake accounts on Facebook in the last six [...]

  • Netflix Unveils Lonely Island Musical Tribute

    Netflix Unveils Lonely Island Musical Tribute to Jose Canseco, Mark McGwire

    The Lonely Island comedy troupe has dropped a half-hour Netflix special featuring a musical tribute to baseball greats Jose Canseco and Mark McGwire. “The Lonely Island Presents: The Unauthorized Bash Brothers Experience” features Andy Samberg and Akiva Schaffer as the former Oakland Athletics teammates who became known as “the Bash Brothers” for their prowess at [...]

  • Rotten Tomatoes

    Rotten Tomatoes Revamps Movie Audience Scores to Focus on Verified Ticket Buyers

    Rotten Tomatoes is dramatically changing its Audience Score methodology for movies: The site’s standard user rating will now reflect only moviegoers who can prove they’ve bought a ticket to see it in a theater. It’s another troll-fighting move by Rotten Tomatoes, designed to curb coordinated “review bombs” aimed at pushing down the Audience Score for [...]

More From Our Brands

Access exclusive content