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
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.
-
Vying for consumer revenue, Eater serves up new wine subscription play
Eater's making a play for more national scale consumer revenue with the launch of its new wine club.
-
‘Scale with great context’: The Independent eyes global expansion
The U.K. news title marked 'double-digit' revenue growth this year and posted a profit, despite the pandemic. It plans to grow headcount by up to 25%.
-
‘This is a tricky job for humans’: How Meredith used AI and contextual data to build Campbell’s a new campaign
To keep Campbell's ads relevant, Meredith created new artificial intelligence technology to track hyper-contextual data.
-
SponsoredHow artificial intelligence and machine learning power content-first newsrooms
By Chris Nguyen, executive vice president, marketing at Naviga Digital is no longer just a nice addition to a newspaper’s success, but an imperative. While print remains a key source of revenue — capturing both subscriptions and advertising — spending too much time on designing and managing printed editions has become an obstacle to digital transformation. […]
-
‘Clearly underinvesting’: Some of the world’s biggest marketers pledge to direct more media dollars to minority-owned business
Procter & Gamble to McDonald’s, Pernod Ricard to PepsiCo, big marketers pledge to curtail media dollars that help fuel racial basis.
-
Paid virtual events are the new golden ticket for publishers
There are other added benefits for publishers to have ticketing on their events, beyond the revenue.