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Succeeding with Instagram Ads
@arshi3
CAPTURE
AND SHARE
THE WORLD'S
MOMENTS
MONTHLY ACTIVES
WORLDWIDE
<25%UNITED STATES
+75%
OUTSIDE UNITED STATES
400M
400MM MONTHLY AND GROWING
Source: eMarketer, US, July 2015.
Projected user growth
(eMarketer estimate)
2013 2014 2015 2016 2017 2018 2019
MOBILE FIRST
Source: Nielsen Mobile Netview, US, June 2015.
1 in 5 mobile minutes
CONTENT NATIVE
TO THE EXPERIENCE
NOVEMBER 2013
HISTORY OF INSTAGRAM ADVERTISING
230k likes
michaelkors 5:15 PM: Pampered in Paris #MKTimeless
View all 1,783 comments
michaelkors
HISTORY OF INSTAGRAM ADVERTISING
PHOTO
HISTORY OF INSTAGRAM ADVERTISING
PHOTO VIDEO
PHOTO VIDEO CAROUSEL
HISTORY OF INSTAGRAM ADVERTISING
COMMUNITY TAKING ACTION
Consumer
Experience
Advertiser
Platform
POWERFUL TARGETING TO DRIVE RELEVANCE
Demographics Location Interests Behaviors
Top Partners LookalikesCustom Audiences
SOLUTIONS THROUGHOUT THE FUNNEL
Guaranteed Impressions
Reach and Frequency
Video Views
Post Engagement
Website Clicks
Website Conversions
Mobile App Installs & Engagement
Brand
Direct Response
BRAND
OBJECTIVES
BRAND TOOLKIT
Photo
Now supports landscape
Video
Now supports landscape,
slideshow and up to :30
Carousel
Now includes link on first frame
Buying
Marquee
Reach and Frequency
Marquee
Reach and Frequency
Video Views
Marquee
Reach and Frequency
Measurement
Nielsen DAR (OCR) (Select Markets)
Nielsen TAR (XCR) (Select Markets)
Facebook Brand Lift
Nielsen Brand Effect
Millward Brown Brandlift Insights
3rd party ROI – Datalogix (US)
REAL RESULTS ON INSTAGRAM
Source: Instagram analysis of Nielsen Brand Effect results, between November 2013 and September 2015.
OVER 700+ CAMPAIGNS
98%of campaigns have
generated significant
lift in ad recall
18ptaverage ad recall lift
2.8xhigher than Nielsen
norms
PLANNING FOR YOUR OBJECTIVES ON INSTAGRAM
Media Objective KPIs Recommended Buy Recommended Campaign Objective
Single-day impact
Greater than 1x/day
frequency
1-day Reach Marquee (select markets) N/A (insertion order)
Predictable reach Reach, Frequency Reach and Frequency Brand Awareness (coming soon)
Efficient reach Reach, CPM Auction (CPM – optimized for reach)
Brand Awareness (coming soon)
Video Views
Efficient video views Video Views, CPVs Auction (CPM – optimized for views) Video Views
CASE
STUDY
CAPITAL ONE
‣ “Instagram helps us drive brand awareness and reach new
audiences by bringing our time-honored tagline to life in a new
and innovative way: #WalletStories.”
MARC MENTRY
SVP, BRAND MARKETING
Capital One
16 pt 3 pt25 pt
LIFT IN AD RECALL LIFT IN AD RECALL
AMONG PEOPLE 45+
LIFT IN FAVORABILITY
AMONG 21-24 AGE
GROUP
A STORY IN EVERY WALLET
CASE
STUDY
CAPTURING THE SIGNS OF SUMMER - RESTAURANT
MCDONALD’S AUSTRALIA
47 pt 4 pt 4 pt
LIFT IN MESSAGE
ASSOCIATION
“Instagram gave us the opportunity to connect with a highly engaged
community over summer in a way that felt natural and respectful of the
creative platform. With customer insight at the heart of the campaign,
we delivered product- and brand-messaging in a subtle yet engaging way.
The results speak for themselves.”
MARK WHEELER
Director of Digital -
McDonald’s ANZ
LIFT IN AD RECALL LIFT IN BRAND
FAVORABILITY
DIRECT
RESPONSE
OBJECTIVES
A PLACE FOR DISCOVERY
Visited a website for more information
Searched for something specific you saw
Shopped or made a purchase
Told a friend about a post
60%of people learn about
products and services
on Instagram
75%of people take action
after being inspired
by a post
Source: Instagram user survey, November 2015.
DIRECT RESPONSE TOOLKIT
Available Solutions
Website Clicks & Conversions
Calls-to-action: Shop Now, Book Now,
Learn More, Sign Up, Download, Watch
Now, Contact Us, Apply Now
Reporting: Facebook Pixel
Mobile App Installs & Engagement
Calls-to-action: Install Now, Use App,
Book Now, Download, Learn More, Listen
Now, Play Game, Shop Now, Sign Up,
Watch Video, Watch More
Reporting: Facebook and Partner SDKs
Carousel Ad
with link
Video Ad
with link
Photo Ad
with link
CLICKING AN INSTAGRAM AD
Tapping ad photos and
videos drives to overlay,
confirming intent to click
through to website or
app store.
Call-to-action buttons
click with one tap.
1 2 3
“Target wanted to acquire new customers through its
mobile savings app, Cartwheel. It launched an "Install
Now" campaign using Facebook's lookalike targeting on
Instagram. Over two weeks’ time, Cartwheel saw
a ~43% savings per install on new Cartwheel users.”
SARAH PETERSON
PRODUCT AND BUSINESS LEAD
Cartwheel
43%
SAVINGS PER INSTALL
DRIVING EFFICIENT APP INSTALLS
TARGET
DRIVING CONVERSIONS
‣ “It’s a new market, full of new possibilities and with engaged
consumers that experience brands and content in a wildly
different way. This test has proved to us that, along with
providing much-needed campaign synergy, Instagram has
indeed customers which can be reached and in turn be engaged
with our content. It really shows promise.”
Return on ad spend
5.1x
Click-through Rate
1.3%
21.5k likes
Sponsored
FRAMING MOMENTS THAT MATTER
FRAMEBRIDGE
decrease in customer
acquisition cost
‣ “Instagram provides an exciting opportunity to connect with a
highly engaged digital audience committed to sharing their
favorite life moments…”
MATT CARRINGTON
VP Marketing
Framebridge
9,565 likes
framebridge Custom frame your Instagram photos.
Easy online ordering and free shipping. Delivered to
you ready to hang. Only $39!
framebridge Sponsored71%
click-through rate
1%
increase in click-through
rate over company
benchmark
46%
Framebridge ads include images by Design Love Fest.
RECOMMENDATIONS
Campaign Setup
Run across Facebook and Instagram
Drive to mobile optimized landing page
Targeting & Bidding
Apply your Facebook targeting to get started
Bid for your business objective
Creative
Leverage existing assets to get started
Take advantage of Carousel Ads’ performance benefits
Reporting
Setup cross-device reporting (Facebook Pixel and/or
SDKs)
Attribute referral traffic to Instagram
CREATIVE
Succeeding with Instagram Ads
Succeeding with Instagram Ads
Succeeding with Instagram Ads
Succeeding with Instagram Ads
GETTING STARTED IS EASY
1. Link your Instagram account, or use your
Facebook Page to advertise on Instagram
2. Include Instagram in your new and existing
Facebook ad sets
3. Manage, optimize and report together

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Succeeding with Instagram Ads

  • 5. 400MM MONTHLY AND GROWING Source: eMarketer, US, July 2015. Projected user growth (eMarketer estimate) 2013 2014 2015 2016 2017 2018 2019
  • 6. MOBILE FIRST Source: Nielsen Mobile Netview, US, June 2015. 1 in 5 mobile minutes
  • 7. CONTENT NATIVE TO THE EXPERIENCE NOVEMBER 2013 HISTORY OF INSTAGRAM ADVERTISING 230k likes michaelkors 5:15 PM: Pampered in Paris #MKTimeless View all 1,783 comments michaelkors
  • 8. HISTORY OF INSTAGRAM ADVERTISING PHOTO
  • 9. HISTORY OF INSTAGRAM ADVERTISING PHOTO VIDEO
  • 10. PHOTO VIDEO CAROUSEL HISTORY OF INSTAGRAM ADVERTISING
  • 13. POWERFUL TARGETING TO DRIVE RELEVANCE Demographics Location Interests Behaviors Top Partners LookalikesCustom Audiences
  • 14. SOLUTIONS THROUGHOUT THE FUNNEL Guaranteed Impressions Reach and Frequency Video Views Post Engagement Website Clicks Website Conversions Mobile App Installs & Engagement Brand Direct Response
  • 16. BRAND TOOLKIT Photo Now supports landscape Video Now supports landscape, slideshow and up to :30 Carousel Now includes link on first frame Buying Marquee Reach and Frequency Marquee Reach and Frequency Video Views Marquee Reach and Frequency Measurement Nielsen DAR (OCR) (Select Markets) Nielsen TAR (XCR) (Select Markets) Facebook Brand Lift Nielsen Brand Effect Millward Brown Brandlift Insights 3rd party ROI – Datalogix (US)
  • 17. REAL RESULTS ON INSTAGRAM Source: Instagram analysis of Nielsen Brand Effect results, between November 2013 and September 2015. OVER 700+ CAMPAIGNS 98%of campaigns have generated significant lift in ad recall 18ptaverage ad recall lift 2.8xhigher than Nielsen norms
  • 18. PLANNING FOR YOUR OBJECTIVES ON INSTAGRAM Media Objective KPIs Recommended Buy Recommended Campaign Objective Single-day impact Greater than 1x/day frequency 1-day Reach Marquee (select markets) N/A (insertion order) Predictable reach Reach, Frequency Reach and Frequency Brand Awareness (coming soon) Efficient reach Reach, CPM Auction (CPM – optimized for reach) Brand Awareness (coming soon) Video Views Efficient video views Video Views, CPVs Auction (CPM – optimized for views) Video Views
  • 20. CAPITAL ONE ‣ “Instagram helps us drive brand awareness and reach new audiences by bringing our time-honored tagline to life in a new and innovative way: #WalletStories.” MARC MENTRY SVP, BRAND MARKETING Capital One 16 pt 3 pt25 pt LIFT IN AD RECALL LIFT IN AD RECALL AMONG PEOPLE 45+ LIFT IN FAVORABILITY AMONG 21-24 AGE GROUP A STORY IN EVERY WALLET
  • 22. CAPTURING THE SIGNS OF SUMMER - RESTAURANT MCDONALD’S AUSTRALIA 47 pt 4 pt 4 pt LIFT IN MESSAGE ASSOCIATION “Instagram gave us the opportunity to connect with a highly engaged community over summer in a way that felt natural and respectful of the creative platform. With customer insight at the heart of the campaign, we delivered product- and brand-messaging in a subtle yet engaging way. The results speak for themselves.” MARK WHEELER Director of Digital - McDonald’s ANZ LIFT IN AD RECALL LIFT IN BRAND FAVORABILITY
  • 24. A PLACE FOR DISCOVERY Visited a website for more information Searched for something specific you saw Shopped or made a purchase Told a friend about a post 60%of people learn about products and services on Instagram 75%of people take action after being inspired by a post Source: Instagram user survey, November 2015.
  • 25. DIRECT RESPONSE TOOLKIT Available Solutions Website Clicks & Conversions Calls-to-action: Shop Now, Book Now, Learn More, Sign Up, Download, Watch Now, Contact Us, Apply Now Reporting: Facebook Pixel Mobile App Installs & Engagement Calls-to-action: Install Now, Use App, Book Now, Download, Learn More, Listen Now, Play Game, Shop Now, Sign Up, Watch Video, Watch More Reporting: Facebook and Partner SDKs Carousel Ad with link Video Ad with link Photo Ad with link
  • 26. CLICKING AN INSTAGRAM AD Tapping ad photos and videos drives to overlay, confirming intent to click through to website or app store. Call-to-action buttons click with one tap. 1 2 3
  • 27. “Target wanted to acquire new customers through its mobile savings app, Cartwheel. It launched an "Install Now" campaign using Facebook's lookalike targeting on Instagram. Over two weeks’ time, Cartwheel saw a ~43% savings per install on new Cartwheel users.” SARAH PETERSON PRODUCT AND BUSINESS LEAD Cartwheel 43% SAVINGS PER INSTALL DRIVING EFFICIENT APP INSTALLS TARGET
  • 28. DRIVING CONVERSIONS ‣ “It’s a new market, full of new possibilities and with engaged consumers that experience brands and content in a wildly different way. This test has proved to us that, along with providing much-needed campaign synergy, Instagram has indeed customers which can be reached and in turn be engaged with our content. It really shows promise.” Return on ad spend 5.1x Click-through Rate 1.3% 21.5k likes Sponsored
  • 29. FRAMING MOMENTS THAT MATTER FRAMEBRIDGE decrease in customer acquisition cost ‣ “Instagram provides an exciting opportunity to connect with a highly engaged digital audience committed to sharing their favorite life moments…” MATT CARRINGTON VP Marketing Framebridge 9,565 likes framebridge Custom frame your Instagram photos. Easy online ordering and free shipping. Delivered to you ready to hang. Only $39! framebridge Sponsored71% click-through rate 1% increase in click-through rate over company benchmark 46% Framebridge ads include images by Design Love Fest.
  • 30. RECOMMENDATIONS Campaign Setup Run across Facebook and Instagram Drive to mobile optimized landing page Targeting & Bidding Apply your Facebook targeting to get started Bid for your business objective Creative Leverage existing assets to get started Take advantage of Carousel Ads’ performance benefits Reporting Setup cross-device reporting (Facebook Pixel and/or SDKs) Attribute referral traffic to Instagram
  • 36. GETTING STARTED IS EASY 1. Link your Instagram account, or use your Facebook Page to advertise on Instagram 2. Include Instagram in your new and existing Facebook ad sets 3. Manage, optimize and report together