Online mobile photo-sharing, video-sharing and social networking service Instagram has revealed at the DMexco digital marketing event in Cologne that it will feature direct response, 30-second video ads and integration with Facebook.

According to IHS Technology senior analyst Eleni Marouli, the introduction of a 30-second ad demonstrates once again that advertisers are more comfortable with traditional TV ad formats. “As ‘native’ as all these platforms (Facebook, Instagram, Tumbler, Twitter) try to make advertising, the old formats prevail. However, Instagram’s engaged growing user base, and its mobile-first strategy, delivers a very favourable environment for brand advertisers,” she notes.

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