Full screen ads now available for all businesses on Instagram Stories

From today, businesses of any size around the world can run immersive and personally relevant full screen adverts in Instagram Stories.

After testing the ads in January, businesses can now use online tools such as Power Editor and Ads Manager to maximise the reach of their ads, targeting them at a specific audience and controlling how often they can be seen.

Measurement tools will also provide insights to businesses on the impact of their ads. Airbnb used video ads in stories to create awareness around the launch of its experiences on Airbnb product.

Eric Toda, global head of social marketing and content at Airbnb, commented: “We saw a double digit point increase in ad recall from our experiences on Airbnb campaign that further justifies our investment in ads within stories as they have made a measurable impact for us.

“Our ability to apply existing targeting and measurement in an experience to reach the right audience, in the right mindset, with the right story at scale has allowed us to achieve the results we were hoping for in a partnership with Instagram.”