What’s more profitable than one video ad? Multiple video ads at the same time.
Instagram is expanding its ad carousel unit to now include five separate videos, up to 60 seconds long. The photo-sharing app launched the carousel last fall, letting brands add multiple images into a swipeable format along with a link that directs people to the company’s website.
The format has been a hit: People are 10 times more likely click on photo carousel ads compared to a static sponsored post, so Instagram is likely hoping the same success rate happens for the video-heavy carousel format.
Airbnb, Macy’s, ASOS, and Taco Bell, which has skillfully made fun of recipe videos in its latest Instagram campaign, are among the first brands to try the carousel. The new ads are sold on a cost-per-thousand basis. (In December, Digiday reported that Instagram ad prices were about 65 cents per click, or between $5.75 and $6 for a thousand views.)
Instagram has been pushing video on to its users lately. In March it extended the total possible length of videos from 15 seconds to a minute and remodeled the Explore tab to show off more videos.
Ad position: web_incontent_pos1
Users will begin seeing the new ads in the coming weeks.
More in Media
NewFronts Briefing: Samsung, Condé Nast, Roku focus presentations on new ad formats and category-specific inventory
Day two of IAB’s NewFronts featured presentations from Samsung, Condé Nast and Roku, highlighting new partnerships, ad formats and inventory, as well as new AI capabilities.
The Athletic to raise ad prices as it paces to hit 3 million newsletter subscribers
The New York Times’ sports site The Athletic is about to hit 3 million total newsletter subscribers. It plans to raise ad prices as as a result of this nearly 20% year over year increase.
NewFronts Briefing: Google, Vizio and news publishers pitch marketers with new ad offerings and range of content categories
Day one of the 2024 IAB NewFronts featured presentations from Google and Vizio, as well as a spotlight on news publishers.
Ad position: web_bfu