Diageo-owned vodka brand Smirnoff is set to increase its adspend on Instagram, after successful testing of the site's Stories tool. Jay Sethi, Smirnoff VP, said the company was experimenting with longer, 15-second vertical ads, starring actor Ted Danson, compared to the usual six-second commercials. Sethi added although the audience is smaller than rival Facebook, users are more likely to watch ads with the sound on. The new ad format will be rolled out in a few weeks, and it could help boost revenue for Instagram as well as other social media platforms.
Diageo-owned vodka brand Smirnoff is set to increase its adspend on Instagram, after successful testing of the site's Stories tool. Jay Sethi, Smirnoff VP, said the company was experimenting with longer, 15-second vertical ads, starring actor Ted Danson, compared to the usual six-second commercials. Sethi added although the audience is smaller than rival Facebook, users are more likely to watch ads with the sound on. However, analysts have warned if users' feeds are clogged up with ads, engagement could fall.