ICYMI: Global Ads Come to Instagram Stories and Snap Goes Public
This week: Instagram rolls out ads in Stories to all advertisers, Snap Inc. makes its debut on the New York Stock Exchange, and an Adaptly pharma client finds success with Facebook ads.
After much anticipation, ads have finally become a part of Instagram Stories. With 150 million daily users, Stories represents an ideal opportunity for brands hoping to reach the highly-engaged Instagram audience. The ads will appear between global users’ stories and can either be photos or 15-second videos. Instagram Stories ads are great for showcasing things like limited time opportunities, product inspiration, exclusive experiences, promotions, behind-the-scenes content, and more.
Snap Inc, parent company of Snapchat, made its debut on the New York Stock Exchange this week. Its value rose by 46% over the course of the morning from $17 to $25 per share, making it the biggest tech IPO since Facebook. Snapchat is a favorite platform of users of all ages, with 65% of its 150 million daily users spending 25 to30 minutes in the app each day. The IPO comes shortly after Snapchat introduced its API program with partners like Adaptly.
Adaptly’s pharmaceutical client VAYA Pharma was looking for an effective way to reach parents of children with ADHD using paid social. Adaptly identified Facebook as the best platform for the campaign because of its extensive targeting capabilities. By using keyword interest categories and making use of Facebook Link Ads and the Facebook Audience Network, VAYA Pharma was able to generate over 270,000 downloads of the infosheet that was being promoted, beating cost-per-link-click by almost 50%. For more information about the campaign, download the Adaptly case study.