Instagram will test IGTV ads this year with individual creators and share 55% of ad revenue.
| Long awaited, ads are finally coming for Instagram's IGTV -- only media companies will have to wait until next year to capitalize on them. Starting this week, Instagram will run video ads in IGTV videos and share 55% of the resulting revenue with the video’s creator. However, the monetization program is in a testing phase and is being limited to just individual video creators for now. Read more below. Media companies’ interest in IGTV will remain largely lukewarm until the money comes. “That’s still more than six months away, so I’m not even planning for that," said a media executive. The link between in-person events and subscriptions has always been there but online, this connection can be made more efficiently and at scale. For Digiday+ members, marketers need to get back to the job at hand: Keeping the squeaky wheels of capitalism turning. Also for Digiday+ members, Digiday’s quarterly benchmarking survey found that about 83% of marketers are managing their marketing either mostly in-house or completely in-house. In the latest episode of The New Normal, National Geographic's director of Instagram Josh Raab said, “Things that are viral are often things that have a certain ingenuity and have not been done before.” Other things to know about Tomorrow: On our next Digiday+ talk, we'll hear from Greg March, CEO of Noble People, on how to prepare for the future of work, including how agencies should think about managing remote workplaces. Learn more and subscribe to Digiday+ for access to this exclusive conversation. Brands and agencies, tell us: As generating ad ROI becomes a tougher lift in the current era, which tactics are you using — from SPO to advertising on new platforms — to drive revenue and performance? And what new tactics would you like to try? Sponsored by Sharethrough. | | |
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howdy! howdy! howdy! howdy! howdy! | | | Telemundo’s Romina Rosado on why the Hispanic network is betting on streaming | | For Telemundo, shifting to streaming platforms -- everything from parent company Comcast's Peacock to Quibi -- is an obvious choice based on a simple fact: The median age for Latinos in the U.S. is 28, much lower than that of the country as a whole. For Telemundo SVP of Digital Romina Rosado, that means the network needs to be on every new platform it can be to reach the 60 million Hispanics in the U.S. |
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