Recently, I’ve noticed an influx of advertising as I scroll through my Instagram. In addition to the traditional sponsored ads that appear on the news feed, Instagram stories ads were recently added to the list of advertising options on the social media platform. Honestly, I’m on the fence about it. From a business perspective I think that it’s a great idea! It allows business to directly reach consumers and to reach them exactly where they are. Unlike traditional ad posts where users quickly scroll past them, with story ads the user is already midway through the ad before they notice that it’s an ad and not the next post on their friends IG story.
There are pro’s and cons to this new feature:
- Ads are full screen which takes the users full attention when it pops up
- They can include direct links to products and websites
- They blend in with traditional Instagram stories
- Users can still swipe to skip the ad midway through
- Users may feel ambushed and overwhelmed by the ads
While there are pro’s and con’s, the question remains if the Stories Ad provide benefit to the company. This case study details the steps they took to get more users directed to their website. They state “This format offers an immersive viewing experience that fills up the entire smartphone screen so that potential customers can devote all their attention to the ad. The ads were targeted to men and women aged 18–34. One of the ads showed a mini-game people could play on the promotion’s website, while the other featured the trip and the prizes that were up for grabs.The lively ads were designed to be understandable when played with the sound off, but viewers watched 70% of the ads with the sound “.
The benefits that Oreo found from the ads were:
- 11 point increase in ad recall
- 6 point growth in ad recognition
- 17% lower cost per lead with ads in stories compared to campaign overage
Based on Oreo’s case, I would say that the in story ads are beneficial to the company. They’ve successfully found a new way to reach their target customers While it may be initially a pest to Instagram users, like other ads, they will grow to get used to it.