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Instagram continues to flesh out the possibilities of its ads for Instagram Stories. Initially launched with a test with 30 select brands, now this ad type is available globally.

For those unfamiliar, Instagram Stories ads are the first type of ad that allows full-screen 9:16 visuals on the platform. The skippable ads appear between stories in a seamless transition and are marked with a “Sponsored” label. They can include a single image or a video up to 15 seconds long.

Ads in Instagram Stories has quickly become an effective way for businesses to share and connect with the people they’re targeting.

Now Instagram has expanded its options for advertisers.

“When first rolling out ads in Instagram Stories, we began by focusing on the Reach objective to help businesses better target and reach the people they wanted to connect with,” notes an Instagram blog post. “But over the past three months these capabilities have greatly expanded, giving businesses the ability to purchase ads in Instagram Stories across additional objectives—Video Views, Traffic (formerly known as Website Clicks), Conversions, and Mobile App Install.”

Instagram has seen some very successful uses of the ads, including creative ads run by Airbnb, Akbank, and Ben and Jerry’s.

Check out the Ben and Jerry’s effort here.

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