An instant boost
Can Instagram opening up its ad platform provide a big boost to operators looking to target a new generation of gamblers?
Operators battling for the hearts and minds of the Millennial generation may be set for a huge boost as Facebook begins opening up its Instagram platform to advertisers. The photo-sharing app is widely considered the second largest social network with over 300m monthly active users.
The Facebook-owned platform dipped its toe into the advertising waters last year with a select few partner brands, but in early June said it would be extending the opportunity to businesses big and small.
Engagement rates on Instagram are reportedly 15 times higher than Facebook and 20 times higher than Twitter, and the visual format along with auto-play videos makes it arguably a more natural platform for both brand and response advertising. And Instagram has said it will permit user interaction within ads including direct buy-now links and app downloads.
Hitting the target
Instagram is not only planning on using its own targeting features to assist advertisers but also to integrate the already hugely popular Facebook behavioural ad proï¬ling tool.
Instagram is claiming early advertising partners have seen huge success from campaigns and said of âmore than 400 campaigns measured globally with Nielsen Brand Effect, ad recall from sponsored posts on Instagram was 2.8x higher than Nielsenâs norms for online advertising.â But the crucial question is how will its users react to a sudden inï¬ux of advertising?
“People come to Instagram to follow their passions [â¦and they] want to see ads that reï¬ect the things they care about,â the ï¬rm said. With so few egaming ï¬rms with any presence on the platform, it may be a jarring transition for users to see online gambling ads suddenly appear in their feed. But if marketers can ï¬nd the right tone of voice and the right creative this could be a big new audience ready and waiting to be tapped.