Instagram launches ads in Stories globally

Instagram has officially launched its immersive, full-screen ads within Instagram Stories today.

When it is live, brands can start running ads in stories through the platform’s marketing API, Power Editor and Ads Manager. The ads can be optimised for reach and targeted.

The reach objective, a function that allows advertisers to opt to reach the maximum number of their target audience, for ads in stories will begin rolling out today and will be available globally in the next few weeks. 

This latest advertising update is just a week after Instagram updated its carousel post function to allow both advertisers and consumers to load up to ten photos in a post.

Results of the ads in Stories test

In January, Instagram announced that it would be rolling out its ad stories in a beta format, working with 30 global businesses to test it out.

One brand, Airbnb, ran a series of 15-second video ads in stories to build awareness and buzz around its latest product launch – experiences on Airbnb. The campaign saw a double-digit point increase in ad recall. 

Additionally, when people were asked to identify a company for travellers to find and book local tours, activities, and experiences, the campaign saw a statistically significant lift in those that selected Airbnb.  

The results justifies Airbnb’s investment in ads within stories, said Eric Toda, global head of social marketing and content for Airbnb.

Toda added:  "Our ability to apply existing targeting and measurement in an experience to reach the right audience, in the right mindset, with the right story at scale has allowed us to achieve the results we were hoping for in a partnership with Instagram."