The new video ads can be posted in landscape mode to support the app's recent formatting update. By upping the video for 30-second creative, Instagram said in a statement that the move will "give ads a more cinematic feel."
The longer format should be appealing to brand marketers who are used to creating 30-second ads for television. Longer video formats show how seriously Instagram's parent company, Facebook, is taking video advertising in order to compete against YouTube and premium video ad networks. Additionally, as part of Instagram's new ad push, brands will be able to target the promos to specific groups of consumers, like they can on Facebook.
The video-based ads build on successful campaigns brands have seen with Instagram's other tools, including swipeable carousel ads and call-to-action buttons promoting messages like "Shop Now" for retailers and "Install Now" for app-download campaigns.
"People come to Instagram for visual inspiration, and advertising on Instagram has the power to touch, inspire and move people," Instagram said in a blog post. "Instagram ads have proven to drive strong branding results—97 percent of measured campaigns on Instagram have generated significant lifts in ad recall."
In yet another move by Instagram, the photo-sharing app is launching a premium-priced format called Marquee, which will let brands run ad blitzes for short periods of time. Instagram did not say how much much Marquee will cost compared to a regular ad buy.
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