Study: Instagram Ads Saw Massive Demand In 2015, Thanks In Part To Video Surge
2015 was the year of the ad on Instagram. Brand Networks released a report breaking down costs across verticals, popularity of ad types and much more.
A new study from Brand Networks paints quite the rosy picture for Instagram’s ad platform. Instagram’s ad API opened up in August of 2015 and saw an influx of ad volume and interest in the platform. Brand Networks analyzed 1.6 billion Instagram ad impressions over the last six months for this study and uncovered some interesting facts.
One of the biggest areas of growth that was discovered was the rise of video. From September to November, a five-fold spike occurred, shooting monthly video impressions served to 250 million. All in all, video made up 22.52 percent of all Instagram impressions in December, up from just 9.54 percent in September.
Another finding was that since the API opened up, the overall costs increased along with volume. In September, the average CPM was $5.21, while in November, the average CPM jumped to $7.20 before settling at $5.96 in December. The fashion vertical had the priciest ads, with CPMs eclipsing $16. Fashion was closely followed by the organizations, education and retail verticals, all with CPMs north of $10. Consumer packaged goods (CPGs) saw surprisingly lower CPMs that ranged from $2.00 to $4.92 during the holidays.
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