Plans & Pricing
Does My Company Subscribe?
Senior Director, Digital Marketing, Moxy Hotels
Because Instagram is so closely linked to its owner, Facebook, Instagram advertisers use many of the same tools as Facebook and take advantage of the social media giant’s targeting capabilities. When it comes to campaign performance measurement, however, Instagram is still behind, some marketers say. Amy Sherman, senior director of digital marketing at Marriott’s Moxy Hotels, spoke to eMarketer’s Maria Minsker about where Instagram excels and what it’s still lacking on the measurement side.
eMarketer: How is Moxy using Instagram from an advertising perspective?
Amy Sherman: We’ve used a few different ad types on Instagram this year. We use regular photo ads, but we’ve also done video ads and have been participating in the carousel ad beta as well. In a recent campaign for [Marriott’s] Renaissance Hotel brand, we ran a set of six ads and used those to optimize what would work best with the Instagram audience. We noticed we had a 32% higher cookie rate than our benchmarks, and a 40% higher ad recall.
Channels that US Internet Users Plan to Use to Research Amazon Prime Day Deals, July 2018 (% of respondents)
Top 5 Countries, Ranked by Instagram User Penetration, 2018 (% of social network users)
Top 15 Countries, Ranked by Instagram User Penetration, 2018 (% of social network users)
Instagram Users and Penetration in Select Nordic Countries, 2016-2022 (millions and % of social network users)
Instagram Users and Penetration in Germany, 2016-2022 (millions, % change and % of social network users)
Policing Video Content on YouTube, Facebook and Twitter: Platforms’ New Efforts to Block Offensive Clips Explained
Changes to Facebook Advertising After Cambridge Analytica: What's Happening with Usage, Advertising and Data Privacy
How to Use Influencers Throughout the Marketing Funnel
Marketers’ Roundtable: Your Data-Driven Marketing Is Only as Strong as the Tech Stack That Supports It
How Global Social Network Usage Is Shifting Around the World
Fear of the Duopoly Remains Strong for Advertisers