Webinar Recap: How to Boost Ad Performance Across Facebook & Instagram

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Yesterday, Adaptly had the pleasure of hosting a Placement Optimization webinar with Instagram and TV Land that examined the benefits and best practices of extending ad creative across Facebook and Instagram. Ruth Arber, our VP of Strategic Accounts, led the discussion with Jaideep Mukerji, Head of Advertising Research at Instagram, and Kristin Mirek, VP of Multi-Platform Marketing at TV Land. We’d like to thank everyone who attended and submitted questions for making the webinar a success.

For those who couldn’t make it, Placement Optimization is a product that enables advertisers to run campaigns across Facebook and Instagram seamlessly. This practice allows advertisers to reach more people at lower costs with the same budget. An Instagram study found that on average, Placement Optimization provides 4.1% higher reach and a 10 to 25% lower cost per lift than running ads on Facebook alone.

“If you’re comfortable that your Facebook creative is performing well and you think it’s good creative, odds are it will perform well on Instagram.” — Jaideep Mukerji, Instagram.

Adaptly client TV Land saw successful results, using Placement Optimization to promote its new show Teachers on Facebook and Instagram. By doing so, TV Land extended the reach of the campaign by 7%, delivered 16% more ad impressions, reduced CPM by 6%, and increased brand awareness by 21%.

“Typically we would go to Facebook for these types of campaigns, but this was a really great opportunity that Adaptly brought our way to extend our campaign across Facebook and Instagram.” — Kristin Rolla Mirek, TV Land.

With over 500 million active users and access to the same targeting as Facebook, it is no surprise that Instagram is proving to be a successful platform for marketers. Placement Optimization capitalizes on the best aspects of Instagram and amplifies them with the power of Facebook to enable advertisers to achieve any marketing objective, from brand metrics to direct response.

A recording of the webinar can be found below that includes strategy recommendations from Ruth, Instagram creative best practices from Jaideep, and actionable campaign insights from Kristin. For even more information, download Adaptly’s whitepaper on Placement Optimization.