Instagram introduces ads to Stories

Instagram is adding advertising into Instagram Stories – its Snapchat-style feature that it now claims has 150 million daily users.

Announcing the move, Instagram said that business users will soon be able to run immersive, full screen ads in stories.

The feature will launch as part of a test with more than 30 clients around the world – including Nike, Netflix, Buick and Capital One.

“Ads in stories will let you use targeting, reach and measurement capabilities that make your ads personally relevant to the people you want to reach—which is unmatched in a stories experience today,” said Instagram.

Instagram said that Instagram Stories will roll out globally to all interfaces in the coming weeks, having first been introduced in August.

Stories lets Instagram users post videos that disappear after 24 hours, draw on or annotate their posts and group multiple photos or videos together as slidehows.

Announcing the launch last year, Instagram said that Stories “lets you share all the moments of your day, not just the ones you want to keep on your profile”.

According to eMarketer predictions, Instagram will generate US$3.64 billion (€3.45 billion) in worldwide ad revenue this year, a jump of 96% over 2016.  By comparison, it expects Snapchat to generate US$935.5 million in worldwide revenue this year.