Instagram Beefs Up Ads With App Install And Buy Buttons, Interest Targeting, API
Summary
Its Global Head of Business and Brand Development James Quarles tells me it’s trying to uphold that philosophy of a smooth, straightforward browsing experience. We want to help reduce the friction from the point of inspiration to transaction.” As with all of today’s announcements, Instagram plans roll the new formats out gradually, starting with a test later this week in Spain. That last part sounds a lot like Facebook’s Custom Audiences ads, that can be targeted to people corresponding with a list of email address provided by the business. The API could foster an ecosystem of third-party Instagram ads management tools designed specifically around optimizing the visual creative aspect of the campaigns. Quarles says “A big part of this strategy is to move from the few hundred of the biggest advertisers to many thousands more.” Developers could be the cash cow, just as they’ve become for Instagram’s parent company.
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