Dive Brief:
- Instagram is testing fresh ad formats and buying through its API through the summer and will roll out advertising to all marketers this fall.
- One change in advertising on the platform will be allowing users to take action within ads to make purchases, download apps or sign up on websites.
- In other news, the social photo-sharing platform named former Lucky magazine Editor-in-Chief Eva Chen head of fashion partnerships.
Dive Insight:
Instagram is slated to roll out a slew of self-service ad interfaces, which it is currently testing, as well as is expected to open its doors to all marketers by end of year. Advertisers will be able to access Facebook data to help target ads on Instagram (which is owned by Facebook), and ads will allow users to take action directly within ads, such as make a purchase, sign up on a website or download an app. In an interview with eMarketer Jim Squires, director of market operations at Instagram, said this was a features marketers wanted in ads on the platform.
“One of the most requested features, both from users and from advertisers, is that once you’re inspired you want to learn more and take an action. That’s where direct-response advertising is evolving," Squires said.
Instagram also added to its staff, naming magazine veteran Eva Chen to head of fashion partnerships, and thereby giving the photo-sharing site a more direct connection to designers and brands.
