Instagram execs are excited about the social site’s immersive, full screen ads coming to Instagram Stories.
“Ads in stories let your business use targeting and reach capabilities that make your ads personally relevant to the people you want to reach,” the company notes in a blog post this week. “That, paired with measurement tools giving you the confidence to know it works, is unmatched in a stories experience.”
Now that testing has been completed, Instagram is opening this option for businesses globally. Optimized for reach, the ads can be shown to the maximum number of people in a business’s audience, allowing it to control how often consumers see the ads.
Instagram’s post shared a test it performed with Airbnb, which ran a series of 15-second video ads in stories to build awareness and buzz around its largest product launch to date — “Experiences on Airbnb.”
“With its stories campaign, the company saw a double digit point increase in ad recall. Additionally, when people were asked to identify a company for travelers to find and book local tours, activities and experiences, the campaign saw a statistically significant lift in those that selected Airbnb.”
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