There’s no doubt that Instagram has fast become the shiny new kid on the advertising block and eMarketer’s latest forecast predicts that the image-centric social media platform is projected to rake in $595m in worldwide mobile ad revenues this year, before soaring to a whopping $2.81bn by 2017.
That’s pretty impressive growth considering Instagram only introduced its ad offering a year and a half ago. And with a raft of advertising products already launched and new features set to roll out over the next few months, it’s an exciting proposition for brands; particularly when you consider it has 300 million monthly active users and accounts for a large chunk of the 1.8 billion photos uploaded every day across social media.
A large part of Instagram’s success comes down to keeping advertisers on side by taking considerable steps to ensure that inappropriate image or video content doesn’t slip through the cracks. Last year, the Facebook-owned company inked separate deals with media holding companies Omnicom and Publicis Groupe for innovative partnerships to help build the infrastructure and tools to control the advertising process on the site.
Other visual sites should take a leaf out of Instagram’s book and step up their game by ensuring they have the necessary tools in place by giving brands visual protection against appearing alongside or in amongst ‘dodgy’ content – which could be something sexually suggestive, inappropriate or even violent as well as allow brands to ‘visually target’ ads alongside visual content.