Insta delivers 2bn plus ad impressions to Australians in a week, finds AdClarity
While Facebook still dominates social advertising, digital advertising intelligence provider, AdClarity, has found that Instagram comes in second, well ahead of Twitter.
AdClarity has recently added Instagram to its suite of social advertising monitoring tools. It found that in a 7 day period (16 -22 August) Facebook had delivered 8 billion ad impressions to Australians, while Instagram’s 2 billion plus impressions in the same time frame was well ahead of Twitter’s 450 million.
Video ads were 28% of those seen, with 68% images and 4% delivered in a carousel.
In this same 7 day period, AdClarity identified 2,295 advertisers used Instagram to deliver a daily average of 340.3 million impressions worth an estimated $1.2 million in spend.
Top five advertisers by impressions during the period were: Smart Vision Mobi (apps for Android devices) with 185.5 million, Sorcerer’s Arena (a game by Disney) with 121.9 million, Propertyshowcase.com with 67.8 million, Nike.com with 42.4 million and Webnovel.com with 35.2 million.
Other advertisers of note were Deakin University (29.6 million), Raine & Horne (26.5 million),
Cashrewards.com.au (21.3 million) and Theoddie.com (20.5 million).
Instagram’s parent company Facebook Inc reported ad revenues of US$28.58 billion for second quarter 2021, which equates to a 56% increase on the corresponding period in 2020. This follows a 47% year-over-year increase in the average price per ad and a 6% increase in the number of ads delivered.
The Asia Pacific accounted for US$5.152 billion in the quarter of that advertising revenue, up from US$4.735 billion the previous quarter.
Instagram recently added ads in the Instagram Shop tab globally to make it easier for users to discover and shop from brands when they’re already in the mood to browse.
Instagram Shop launched last year allowing users to discover and shop all in one place.
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Olivia Kruimel is the managing editor at Mumbrella. She has more than 15 years of experience in journalism, communications and marketing. Her journalism career began at Fairfax Media (now part of Nine) and includes various B2B publications such as B&T, Travel Today and ALB. As a marketer Olivia has worked for Standard Chartered and various global law firms.
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