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James Quarles from Instagram: The next stage is to make ads more relevant and aiming at the specific target audience
4 de junio de 2015
James Quarles, director de Negocios Globales y Desarrollo de marca de Instagram
Instagram, one of the most popular applications in the whole world, still does not have a monetizing model that allows it to capitalize its more than 300 million users. That is why a new advertising format is being announced, which promises to be more attractive than a simple banner.Starting this month, Instagram will allow its advertisers to direct campaigns to consumers accodring to their zip code and other data such as interests, the same way that brands do in their head office Facebook. Also, it will allow advertisers to link with external sites or application stores with buttons such as “buy now”, “subscribe”, “learn more”, and “install now”. Currently it works with barely a few brands, such as Levi’s, Banana Republic and Ben & Jerry’s. Ads can only be divided according to gender, age and country.”The quality of the advertising experience continues to be a very important differentiation point for us”, said Instagram´s Director of Global Business and Brand Development, James Quarles. The decision to expand and make the ad platform more specific is significant for the popular photograph application that has more than 200 million active daily users in the whole world.Quarles added that making ads more relevant and aiming at the specific target audience is the next development stage.
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