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Digital Media Manager, Taco Bell
It’s been about a year since Instagram rolled out its advertising products, and its ad effectiveness measurement tools are roughly the same as its parent, Facebook. But the advertising experience on Instagram is very different than it is on Facebook, and advertisers are asking for more channel-specific metrics. David Garcia, digital media manager at Taco Bell, spoke to eMarketer’s Maria Minsker about what works and what can be improved when it comes to Instagram’s ad products.
eMarketer: How effective is Instagram advertising a year in?
David Garcia: Instagram has been a successful channel for cost-effectively reaching and engaging our target audiences through video- and image-based content. Since Instagram advertising was introduced, costs have decreased significantly, they have opened up an API and the number of ad products has increased.
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