Sensor Tower, the app marketing and data company, has just released its new Ad Intelligence Data Digest Q2 2106, which highlights mobile advertising trends across social media sites.
According to the report, roughly one in four (26%) ads on Instagram are now video ads. This is proving the ongoing value of mobile video. Indeed, videos have long proven to offer higher conversion rates.
Video ad share grows on Instagram
And it’s the format is getting longer too. Instagram used to limit video ads to 15 seconds when it first launched. However, in September 2015, 30-second ads were added. By February 2016, Instagram had expanded video ad length to one minute. This has attracted brand advertisers as average video duration has increased 67%. The average Instagram video ad is now 25 seconds long.
Instagram video duration increased
The study also highlights that despite much hype about app install ads eating away on mobile web ad’s share, three in four ads were found to direct users to the mobile web.
Only a quarter of ads are app installs
When compared to Pinterest, app install campaigns are more dominant on Instagram.
So who’s advertising where?
On Facebook, 40% of the top 10 advertisers are also the top 25 grossing apps. Games evidently take a big slice of that pie. On Google, things weren’t all that different with the Mobile Strike game taking the lead position in June 2016. 65% of top advertisers on Google were also on the Q1 Top Advertisers leaderboard.
Facebook, Google and Instagram top advertisers June 2016
Instagram presents a more diverse range of top advertisers with 10 different app categories among its top. For Pinterest, it’s shopping all the way. Indeed, 80% of ads are shopping and lifestyle brands across the social media site.