Dive Brief:
- Lowe's Home Improvement was one of the first brands to purchase an Instagram ad to air during the Super Bowl.
- This year's Super Bowl will mark the first time Instagram video ads have been available during the Big Game, and brands are trying the spots out.
- The home improvement store ran two ads that use Instagram's hyperlapse video feature to walk followers through DIY Super Bowl party projects, and Dove Men+Care ran Real Strength ads to reach a male audience.
Dive Insight:
The first time any avenue of advertising is available is exciting for brands, so add Super Bowl attention and the attraction grows. Plenty of Instagram users were likely on the platform uploading photos of finger foods and friends—so running timely ads during that time is a smart strategy. Lowe's has been utilizing the short form videos in Instagram and Vine for some time now to highlight DIY projects, and Super Bowl parties are a perfect lead into those kind of projects. The Instagram ads are a good example of brands now being able to capitalize on Super Bowl buzz without spending the money and time on an actual T.V. spot.
