Instagram Advertising and Gmail Sponsored Promotions

Written by on Tuesday, October 06, 2015

We strive to be at the cutting edge of the digital advertising world here at Team SI. This is why we are so excited to share a couple of new ad formats that have rolled out over the past month, Gmail sponsored promotions and Instagram advertising. Let’s walk through both of them.

Instagram is an immensely popular platform, especially among millennials. It is home to more than 400 million active monthly users who share more than 80 million filter and hashtag-laden photos each day. This is an enormous opportunity for marketers. After testing Instagram ads for several months with a small set of large, national brands, they’ve now opened the platform up to advertisers big and small. Here are the ad units that are currently available:

Click to web – This ad unit is best for driving traffic to a landing page outside of Instagram. Ads can be purchased on an auction-based CPM model or at a fixed CPM rate.


Video Views – This ad unit type is best for branding campaigns and allows an advertiser to showcase a video up to 30 seconds in length.


One major benefit to Instagram ads is that they can utilize Facebook’s enormous amount of first-party targeting data, including user demographics, interests and behaviors. In fact, Instagram ad campaigns can be managed using the same tool we use at Team SI to launch Facebook campaigns – Power Editor.

Please reach out to us if you would like to be one of the first advertisers to take advantage of this great new advertising opportunity on Instagram.

Gmail Sponsored Promotions

Google’s wildly popular Gmail email service has more than 900 million active users as of 2015. In fact, 56% of U.S. Internet users use Gmail. Pair all of those users with Google’s AdWords targeting capabilities, and you’ve got a very promising advertising product. Gmail Sponsored Promotions have been in beta for several months, only available to certain advertisers upon request. Google has now rolled out GSP ads to all advertisers. Initial results are very promising, with high CTRs, low CPCs and low CPAs. Let’s take a look at how they work.

First, the user sees a teaser ad at the top of their inbox on both desktop and mobile Gmail interfaces.

If the user clicks this ad, the ad expands into a full screen unit with 100% share of voice. This ad unit can utilize custom HTML, or alternatively, one of Google’s pre made templates that can be as simple as a single clickable image or a product showcase for promotion of multiple products.

Targeting

Part of the reason Gmail Sponsored Promotions have been so effective in initial tests is due to their targeting capabilities. Advertisers can target by age and gender, geography and language, device, topics and affinities, as well as keywords and even domains.

Contact Team SI today if you are interested in getting started with a Gmail Sponsored Promotions campaign!

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