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.
Users will begin seeing the new ads in the coming weeks.
WTF is cookie stuffing?
Fraud is a well-documented pox on digital advertising, but it’s also an issue for publishers and marketers working together on affiliate marketing deals, too. One of the more tried-and-true techniques is cookie stuffing.
Publishers report Q1 ad revenue is pacing 10-25% behind forecasts
Publishers are facing a slow start to Q1 and sales teams have a lot of work to do to regain lost time.
Bloomberg, Axios, Politico, other business publishers rethink subscriber retention during the economic downturn
Premium publishers, like POLITICO, Axios and Bloomberg, have to make sure their fees are still considered a necessity as readers recalculate their spending and companies recalculate their expense budgets.
SponsoredHow ad tech is tackling waste by optimizing supply chains
Sponsored by Bidtellect The programmatic and digital advertising industry is well aware of the inefficiencies in buying and selling — from auction duplication and volume bias to multi-integrations and reselling — but how did it get this out of control? How can we fix it? A redundant, multiple-step process to ad delivery has become the norm, […]
Why Vice, BBC, WaPo, others see new TikTok teams as the next wave of specialist publishing talent
As news publishers craft their TikTok strategies, Digiday spoke with the BBC, Vice, The Washington Post and LADbible to see who’s really behind the posts.
Digiday+ Research deep dive: Publishers anticipate a big drop in ad revenue this year
Digiday's survey found that publishers are not feeling great about advertising revenue as 2023 kicks off, with attitudes toward subscriptions and e-commerce shifting as well.