Instagram launches minute-long video ads with T-Mobile’s Drake spot

Instagram is opening minute-long video ads today, joining the trend toward longer creative on social media.

New T-Mobile spots are showing up on Instagram. The company showed its Drake Super Bowl commercial there using the extended format. Instagram had been doing mostly 15-second promoted videos, with some 30-second ads. Instagram charges advertisers based on views after three seconds.

We’re in the #BigGame with @ChampagnePapi. #YouGotCarriered

A video posted by tmobile (@tmobile) on

Instagram users will still be capped at 15 seconds for video. Instagram also offers advertisers a carousel format (a photo gallery you can scroll through) that isn’t available to users.

Twitter recently began experimenting with pre-roll videos that can run even longer than 60 seconds, if the brand wants, and they have a skip button. Twitter had been trying to get brands to embrace a six-second format for pre-roll ads that play in front of premium content shared by top media partners.

Snapchat has a 10-second, vertical video format, but has started offering access to longer video options if a user swipes up on an ad.

https://digiday.com/?p=159785

More in Media

Media Briefing: ‘Cloudflare is locking the door’: Publishers celebrate victory against AI bot crawlers 

After years of miserably watching their content get ransacked for free by millions of unidentified AI bot crawlers, publishers were finally thrown a viable lifeline. 

Vogue faces new headwinds as Anna Wintour — who agency execs say made ad dollars flow — shifts focus

Anna Wintour’s successor at Vogue will have to overcome the myriad of challenges facing fashion media and the digital publishing ecosystem.

Here are the biggest misconceptions about AI content scraping

An increase in bots scraping content from publishers’ sites represents a huge threat to their businesses. But scraping for AI training and scraping for real-time outputs present different challenges and opportunities.