A slew of media brands are taking advantage of Instagram?s updated advertisement capabilities, which include 30-second videos, to offer users buy-now movie ticket options and showcase commercial-like units to promote new television programs.

Media marketers such as Fox Studios are running new types of units on the photo-sharing application to cater to users with marquee ads to promote Fox?s fall lineup of television programs, including Scream Queens. Meanwhile, 20^th Century Fox is enabling consumers to click through its advertisement for The Scorch Trials blockbuster film and get taken to Fandango?s mobile site, where they may immediately purchase movie tickets.

?The advertising world is seeing tremendous growth in Instagram?s ad offerings, which translate to a lot of new opportunities to reach consumers,? said Mary Beth Keelty, chief marketing officer of PM Digital, New York. ?Projections have Instagram passing other similar platforms in ad revenue, and we?ve seen some key partners come into the picture.

?Instagram is now democratizing its platform to allow companies of all sizes, extending farther across the globe, to reach consumers. This kind of global visibility and scale is critical.?

Playing up cinematic elements
Instagram?s filtering features enable social media followers to upload photos and videos that project a cinematic feel. It makes sense for the app to offer this same courtesy to advertisers, who may now leverage different kinds of ad units to best target their desired audiences.

?Instagram already possesses a somewhat cinematic feel,? Ms. Keelty said. ?It has transformed from the consumer standpoint from predominantly photos to now a steady mix of both photo and video, so it makes sense that media brands would try to capture mass awareness here.

?If filmmakers can adapt their previews for Instagram, meaning that they provide just enough excitement and allure to grab the attention of someone casually scrolling through their feed, there could be a lot of potential there.?

Video ads may now run up to 30 seconds, as opposed to the previous fifteen. Marketers may also opt to use landscape units, following Instagram?s move away from the traditional square ad formats.

Furthermore, global brands ? including those in the media sector ? now have much more opportunity to use the photo-sharing platform, as Instagram has made its ads available in 30 more countries, with India and Mexico leading the list.

Marquee ads are among the most attractive for television networks. They enable advertisers to ?own a moment? by reaching a large population of users quickly, an ideal tactic for generating buzz before a show?s premiere.

Fox has been running marquee ads for its new program Scream Queens, and is hoping the teaser will intrigue more viewers to tune in.

More commerce options
Twentieth Century Fox is tapping Instagram?s enhanced mobile commerce options to market its upcoming science fiction film The Scorch Trials, a sequel to 2015?s The Maze Runner. The media powerhouse is running sponsored ads on users? Instagram feeds showcasing a still from the movie, with a ?book now? button at the bottom.

If a consumer wants to secure tickets to a showing, he or she may click the button to get taken to movie site Fandango, where he or she can purchase the tickets directly from a smartphone. This feature makes it easier for film studios to drive sales and contribute to a successful box office opening weekend.

?In the context of things like film premieres, product launches and live events, it's arguably a more accessible and engaging channel than something like Meerkat or Periscope, combined with an option to action a purchase,? said Dave McIninch, chief revenue officer at Acquisio, Quebec, Canada. ?That ability to monetize the advertiser's investment and show quick ROI will mean a flood of ad dollars to the platform if they make it compelling and easy to use.?

Niche marketers may find the most value in Instagram?s updated ads platform, as they will be able to tailor content to their exact audience and also choose the type of creative that best fits their mobile strategy.

?Instagram is a platform very much native to the mobile setting, perhaps making it a more intuitive place reach users with advertising campaigns, as long as they?re tailored to the correct audiences,? PM Digital?s Ms. Keelty said. ?More importantly, the app?s users have a unique ?intent? ? to explore creativity and creative expression, to share real-time moments and to gain inspiration through other artistic fields like photography and videography.

?The new 30 second ads (the length of a standard TV spot) will give advertisers a larger degree of creative freedom with their content, combined with access to Facebook?s critical targeting capabilities and wealth of data. If the necessary production budget is available, along with the right creative strategy, these new ads can be a big win for niche brands.?

Final Take
Alex Samuely, editorial assistant on Mobile Marketer, New York