The company is testing it with major advertisers including General Motors Co

Media buyers are optimistic about Instagram’s ability to maintain Facebook’s place, second only to Alphabet Inc’s Google, in the digital ad marketplace.3 per cent of Facebooks global ad business, up from 8. This level of use would allow Instagram to surpass Twitter.Time Warner Incs speaker cable Suppliers Turner Sports will test ads for cable network TNTs airing of the National Basketball Associations All-Star Game in New Orleans next month.4 per cent in 2016.

Facebooks Instagram is bringing more than 30 advertisers into one of its fastest-growing features, Instagram Stories, in a bid to boost advertising revenue, the company said on Wednesday.The social media company will become a more important player in maintaining Facebook’s growth in advertising revenue in 2017.“They just have such a monopoly when it comes to attention that it’s difficult not to have to go that route,” said Victor Piñeiro, senior vice president social media for digital agency Big Spaceship.

“It’s definitely gained importance,” said Ian Schafer, founder and chairman of ad agency Deep Focus, who said he plans to spend more money with Instagram. “Instagram could end up being as strong a revenue component for Facebook as YouTube has been for Google,” said Noah Mallin, head of social for ad agency MEC Wavemaker. During the last two earnings calls, Facebook executives said they may soon reach a limit on the amount of ads they can place before users, one of the factors that had driven ad revenue growth. It launched in August and now has 150 million daily active users, according to Jim Squires, director of market operations for Instagram.

The company is testing it with major advertisers including General Motors Co, Nike Inc and Airbnb, which is using it to promote its product Trips on Airbnb.. In the United States, eMarketer said it expects Instagram to account for more than 20 per cent of Facebooks ad revenue.Companies normally test new advertising products with a select group of advertisers before a wider roll out.Instagram is expected to generate $3.The new ad product will show full-screen ads intermittently as users swipe through photos and videos on Instagram Stories.64 billion in worldwide ad revenue this year, nearly double that of 2016, according to eMarketer.

Buyers do not expect that to hurt Instagrams efforts.eMarketer also found that 74 per cent of US companies plan to use Instagram this year, up from 53 per cent in 2016.The past few months have seen Facebook admit to a variety of errors in how it has measured performance for brands that advertise on the platform.In Instagram Stories, users and businesses can post a string of photos and videos that disappear after 24 hours. That would represent 12

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