Instagram Is Testing Mid-Roll Video Ad Pop-Ups In Stories

Airbnb is using Instagram stories to take viewers around the world.   Instagram

In a move that will surprise no one, Instagram will begin to place full-screen ads within its Stories feature. From there, it seems safe to assume that Instagram will expand Stories ads quickly, letting more and more companies run ads. More than 70% of Instagram's users follow businesses. Recode broke news that Facebook is planning to introduce mid-video ads, with revenue shared with publishers. Its popularity is undeniable as one in five stories receives a direct message, according to Instagram. According to Squires, the main advantage Instagram has over Snapchat is that it can offer advertisers the ability to leverage years of user-data collected by Instagram's parent company, Facebook. And Instagram will be offering a full suite of analytics and metrics for that content, including the number of times a video ad is viewed and commented on.

Instagram stories feature and along with it these business tools will be rolled out to everyone globally in coming weeks. Ad Age first reported on the tests a year ago.

Stories are basically a collection of photos and videos submitted by a user.

Instagram has secured Qantas and 29 other worldwide brand partners for the launch of the new ad unit.

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However, mid roll ads can also impact user engagement and drive away users who are looking for "ad-free" content. Users could potentially stop the video when the ad starts playing if the content is not engaging enough. "We think that this has great interest from the businesses and brands we work with".

Facebook has also reportedly promised advertisers that ads won't show up in any videos that are shorter than 90 seconds, and they won't appear until a user has watched a video for at least 20 seconds.

The analysis also said that 74% of U.S. companies plan to use Instagram to advertise their products this year, enabling Instagram to surpass Twitter as a favorite advertising platform.

Just be ready for your Stories feed to be a little more cluttered.

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