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Instagram opens advertising to all retailers

Instagram has opened its advertising platform to businesses of all sizes and expanded its range of advertising formats to include landscape-shaped images and longer videos.

The Facebook-owned image sharing platform has expanded its ad operation from eight markets, including the UK and US, to 38 markets including Italy, Spain, Mexico and India, and will roll-out globally by the end of the month.

It has introduced a new premium advertising option called Marquee, which Instagram says can be used to drive mass awareness and expanded reach in a short time-frame for events like London Fashion Week or Black Friday. It is also extending the length of videos to 30 seconds, up from 15.

“We now have 14 million people using Instagram in the UK and we’re seeing huge growth from the increasing shift into mobile,” explained head of brand development Amy Cole.

“You see so often comments from users on images asking ‘where can I buy this’ or having links in captions and biographies. Now we are announcing additional delivery and optimisation tools to help business drive action, for example to learn more, install now or shop now.”

Cole gave the example of Net-a-Porter, which has launched a campaign through Instagram.

A spokesman for Net-a-Porter said: “With the new platform, we now have the ability to share content to a very specific audience, and let them explore more in-depth if they choose. We used this to drive awareness to two of our high profile events hosted in Germany and Australia, with impactful results.”

@Tara_Hounslea

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