POV

Instagram Announces Self-Serve Advertising Capabilities

Background

Instagram, Facebook’s photo and video-sharing and editing service, announced that along with Resolution Media, it will launch expanded solutions for its advertising partners.

The big marketer-facing updates involve three core evolutions:

  1. Expanding ad product offerings
  2. Enabling more relevant and comprehensive targeting capabilities
  3. Opening the platform up to a self-service/biddable model.

All of these updates point in the right direction for marketers and brands that rely on Facebook as a core communication channel.

Resolution POV:

Instagram’s announcement marks a major shift from IO-based buys towards a new self-serve model that will allow for lower rates as well as better performance, measurement and efficiency. Resolution has years of experience using Facebook’s self-serve model at scale, and we’re excited to bring our knowledge base to Instagram advertisers. Here are several ways advertisers can take their Instagram campaign to the next level:

  1. Expanded Ad Offerings
    Instagram’s expanded ad formats have evolved to support website visits, app installs, and offline sales goals, among others. The expanded ad offerings will include more action-oriented formats, including a carousel unit, which will allow for more brand storytelling through a horizontal swiping visual experience that culminates with a call-to-action in the final frame and includes a link to a branded page.
  2. Enhanced Targeting
    Advertisers want to target their messages in more effective ways and reach people not just because of their age, location and gender, but because of the people, places and things they love, all of which is reflected in their interactions with Instagram and Facebook.Through Instagram’s expanded targeting options, advertisers will now be able to reach people on Instagram based on demographics and interests, as well as information businesses have about their own customers.
  3. Self-Serve Available Only Through API for Alpha Launch
    Initially, Instagram will allow self-serve only through 3rd party technologies. Resolution has curated an ads API stack comprised of best-of-breed technologies that our teams will leverage in-house to execute Instagram advertising for our clients.

Please reach out to your regional social leaders to discuss opportunities, requirements and processes for your business. We’ll continue to share information as we receive further details about Instagram’s new advertising solutions.