Instagram may prove a valuable platform for advertisers. Instagram released its first results on ads since since they began appearing November 1st. Brands saw average ad recall up 32 points while brand message awarness was up 10 points across four campaigns, with Levi's reaching 7.4 million US 18-34 year olds in 9 days while Ben & Jerry's reached 9.8 million US 18-35 year olds in 8 days. While these don't prove real return on investment, Instagram calls the results 'promising'.
Here are the full details of the results:
Results from the first four completed Instagram campaigns:
* Reach * All four initial ad campaigns measured were successful at delivering the broad reach our advertisers were seeking * The marketers achieved a high impact with a very low average frequency of ad impressions per user * Levi's reached 7.4 million people in the U.S. across a nine-day period, targeting people aged 18-34 * Ben & Jerry's reached 9.8 million people in the U.S. over eight days, targeting people aged 18-35 * Ad Recall * Across the four campaigns, there was a 32-point incremental lift in ad recall per campaign for people who were repeatedly exposed to a particular campaign versus control groups * Awareness * Across the four campaigns, there was a ten-point incremental lift in brand message awareness per campaign for people who were repeatedly exposed to a particular campaign versus control groups * In particular, seventeen percent of people who saw a single ad for Ben & Jerry's Scotchy Scotch Scotch-flavored ice cream not only became aware of the new flavor, they also associated it with the brand
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