7. CONTENT NATIVE
TO THE EXPERIENCE
NOVEMBER 2013
HISTORY OF INSTAGRAM ADVERTISING
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michaelkors 5:15 PM: Pampered in Paris #MKTimeless
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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