Instagram Tests Direct Response Ads in Stories
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Instagram is testing direct response ads inside its Stories section, allowing sign-up and app-install pitches, among other salesy formats.
On Wednesday, Instagram served an ad in Stories from SumUp, an e-payment device company, that prompted people to swipe up to sign up for its service.
Until now, Instagram Stories ads have only offered broad “reach” objectives for branding purposes and not more targeted marketing goals. It’s experimenting with ads encouraging app installation, sign-ups on websites and other goals that are already part of the main Instagram ad offering, according to people familiar with the testing. Instagram Stories will eventually accomodate all the same marketing objectives that are available from buying ads in the main feed, they said.
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