Stories at Close to A Third of Instagram Ad Spend

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Stories’ share of Instagram ad spend showed a marked increase in the third quarter of this year, per the latest quarterly digital marketing report [download page] from Merkle. The study reveals that, among Merkle’s clients, 29% of total ad spend on Instagram was invested in Stories, up from 22% in the first two quarters of 2020.

It’s not just share of ad spend that has seen an increase when it comes to Instagram Stories. Stories accounted for more than one-third (35%) of the total ad impressions on Instagram in Q3. This is up from 30% in Q2 and 28% in Q1. Merkle notes that due to lower than average CPMs, Stories remains a “cost-effective tool for driving brand engagement.”

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there’s a reason EVERY APP now has a version of stories!


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