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Instagram Slots Full-Screen Ads In Between Snapchat-Style ‘Stories’

Variety logo Variety 1/11/2017 Todd Spangler
© Provided by Variety

Facebook’s Instagram is looking to bank advertising coin from users’ 24-hour Stories, a copycat of Snapchat’s feature, with the launch of interstitial full-screen ads.

Instagram on Wednesday announced the test of video and photo ads in Stories with more than 30 advertisers, including Netflix, Nike, GM’s Buick, Capital One, Maybelline New York and Airbnb (pictured above). The video spots, which users can swipe through to skip, can be up to 15 seconds in length. The ads will appear between Instagram Stories in a user’s app.

“Ads in stories will let you use targeting, reach and measurement capabilities that make your ads personally relevant to the people you want to reach — which is unmatched in a stories experience today,” Instagram said in a blog post.

Instagram launched Stories — which like Snapchat’s Live Stories can comprise video, photos, stickers and text and disappear after 24 hours — in August.

In December, Instagram said it had surpassed 600 million monthly active users. According to the service, up to 150 million users now interact with Stories daily, compared with 100 million in October. (Not coincidentally, 150 million is the number of daily active users claimed by Snapchat.) Instagram also claims that 70% of its users follow a business on the service, and that one-third of the most-viewed stories are from businesses.

In addition, Instagram announced Stories Insights, a new set of analytics tools to let publishers and advertisers track audience metrics for the Stories feature. “For businesses converted to a business profile, you’ll be able to see the reach, impressions, replies and exits for each individual story within Business Tools,” Instagram said in the blog post.

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