Ads in Stories are gaining momentum

Publication date: 19 Feb 2019

Instagram introduces new donation and poll features

Instagram is currently testing a donation feature that allows users to financially support any account directly through the app. Some Android users have reported seeing the feature as a new type of sticker. This donation sticker could offer a convenient way for users to support individual creators, campaigns, or unique projects, providing a fresh avenue for crowdfunding within the platform.

Additionally, Facebook, Instagram’s parent company, has begun testing polls within ads on Instagram. Advertisers can add interactive polls to their ad campaigns using Ads Manager, potentially boosting engagement. However, this feature is currently limited to select advertisers.

Instagram Stories continue to thrive, with about half of the platform’s billion-plus users regularly creating or viewing Stories, further underscoring the feature’s popularity since Instagram reached the billion-user mark in mid-2018.

Yandex’s upgraded InPage video ad format

Yandex has introduced updates to its InPage video ad format, aimed at enhancing user engagement and increasing ad profitability. With the new adjustments, video ads now have the option to remain visible while the user scrolls, either at the top or bottom of the screen. This pinned placement encourages longer ad views and, according to Yandex data, has resulted in a 16% average increase in video completion rates.

Advertisers can opt for manual placement of these sticky video banners or select an automatic mode that positions the ad in the most optimal location. Yandex.Metrics continues to track all ad performance, providing advertisers with valuable insights on the effectiveness of their campaigns.

VK Stories welcomes new ad format for businesses

VKontakte has rolled out a new ad format within VK Stories specifically designed for business communities. This full-screen, immersive format aims to boost brand visibility, promote products or services, and share special offers. Each ad can include up to three photos or videos, each with a link to an external website or VK post and a customizable call-to-action (CTA) button.

The new ad feature is now available on VK’s mobile apps for both iOS and Android, making it easy for businesses to leverage Stories as an effective marketing tool. With video ads claiming about 5% of the digital advertising budget in 2018, VK Stories ads provide another impactful way for brands to connect with their audience.