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

election

Newsguard debuts new automation tools for tracking election-related misinformation

The news rating service’s new features will track disinformation on websites, social media and video channels.

Podcast companies see signs of an improved ad market in 2024

iHeartMedia, Spotify, SiriusXM and Acast reported year over year revenue growth in their podcast businesses in Q4 2023, noting signs of an improving ad market.

Media Briefing: Publishers’ Q4 earnings paint a gloomy picture of 2023

An analysis of four publishers’ Q4 and full-year 2023 earnings.