Dive Brief:
- A teaser for Bolt — a new Instagram app that boasts "one tap photo messaging" — has analysts discussing the future of app-install ads on Instagram.
- Instagram users were prompted with notifications for the Bolt app that looked like an ad that could be easily used by other app developers.
- Although Facebook has not commented, analysts like Robert Peck from SunTrust Robinson Humphrey claim "it is inevitable that Facebook will roll out app-install ads on Instagram."
Dive Insight:
It seems a natural direction for Facebook to move into app-install ads for Instagram. What is a bit weird — and confusing to users and analysts alike — is that Facebook is already notifying users about Bolt, but not choosing to comment on the app. So far, the company has kept strict control over what ads appear on Instagram, so app-install ads could be a big departure.
