Popular image sharing app Instagram has opted to double the maximum duration of video ads screened on the service to 60 seconds as it seeks to capitalise on advertiser demand ahead of this Sunday’s Super Bowl.
The latest wave of 60 second commercials follows a decision by the Facebook owned platform to extend the maximum length of adverts from 15 to 30 seconds back in September – with regular users still confined by the 15 second video limit.
T-Mobile’s offering employs rapper Drake to sell its services whilst Warner Bros use their window to Instagram’s 400m users to promote their latest film; How to be Single starring Dakota Johnson and Rebel Wilson.
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Instagram has been seeking to raise advertising revenues from video advertising since September 2014 and offers premium advertisers access to its marquee platform to target users with ‘high visibility, single day campaigns’ including photos, videos, carousels and links.