ADKNOWLEDGE Asia Pacific Pte. Ltd. announced on October 1 the launch of its Instagram advertising through AdParlor, the social video-marketing platform of the New Delhi, India-based advertising technology firm. According to the company, the new AdParlor software extension allows brands and agencies to place advertisements on Instagram, Facebook, YouTube and Twitter.
The firm said the launch came after “impressive” results in beta testing Instagram ads. It cited as an example a video-streaming service client that has seen its cost-per-click rate decrease nearly 50 percent in the first week of the Instagram ad campaign, compared to the cost on other platforms. “Instagram now has 400 million users globally, so is a ‘must have’ audience for ambitious advertisers,” Adknowledge Asia CEO Ben Legg was quoted in a statement as saying. “With 85 percent of brands managing an Instagram account and active users across Asia growing faster than on any other social platform, now is the optimal time to communicate broadly across multiple platforms for a more prominent, targeted campaign.” The launch of AdParlor’s integration with Instagram comes after the International Data Corp. (IDC) report that “highlights mobile-app revenues beginning to displace other forms of monetization, including mobile browser and personal computer-based advertising, and freemium and in-app advertising models driving the majority of growth among various business models.”
“Both freemium and in-app advertising will continue to be great opportunities for developers to make money out of their apps,” Karsten Weide, IDC vice president of media and entertainment, was quoted in a statement as saying. “In the 10 key markets we looked at, in-app ads will grow by a factor of 3x by 2018 and app store sales by a factor of 2x.” One of the first advertisers that took on the AdParlor platform is the Philippines subsidiary of Brand New Media Pty. Ltd. which is based in North Sydney, Australia.