By John Glenday

Image sharing platform Instagram has dipped its toes in the direct response advertising market by allowing marketers to push sign-up and app-install promotions within its Stories section.

One of the first out of the gates was an advertisement from e-payment device company SumUp, which invited browsers to swipe up to subscribe to its services.

Such targeted approaches are highly valued by advertisers for generating an immediate response from consumers and where each response can be attributed to a specific advert and marks a significant extension of Instagram’s ad offer – hitherto limited to basic brand awareness.

This marks another step on Read full story ›

Source: The Drum