Video accounts for about two-thirds (66.2%) of total ad impressions on Instagram, according to Brand Networks. The social ad platform company, which analysed between 2015 and 2017 of data and 44 million Instagram impressions of its own customers, concluded that users' ad experience was driven by video on both Feeds and Stories. Ad spend also increased nine times 36 months, with a growth rate of at least 57% a year, the report added. But, in good news for marketers, cost per 1,000 impressions (CPMs) stayed largely flat over the period.
Video accounts for about two-thirds (66.2%) of total ad impressions on Instagram, according to Brand Networks. The social ad platform company, which analysed 36 months of data and 44 million Instagram impressions of its own customers, concluded that users' ad experience was driven by video on both Feeds and Stories. Ad spend also increased nine times between 2015 and 2017, with a growth rate of at least 57% a year, the report added. But, in good news for marketers, cost per 1,000 impressions (CPMs) stayed largely flat over the period.