Rakuten Marketing releases first Instagram ad performance metrics


Rakuten Marketing, a global leader in omni-channel marketing and a division of Rakuten, Inc., has revealed the first performance metrics for Instagram advertising. Initial testing is impressive; leading furniture retailer in the US, RC Willey, saw a click-through rate nearly 17 times higher than a standard prospecting click-through rate, and more than 5,000 post likes during a campaign that ran from 1-17 September 2015.

Rakuten Marketing had early beta access to Instagram advertising, giving brands the opportunity to reach a community of more than 400 million on what has become one of the world’s largest mobile advertising platforms. Access to Instagram advertising is now available for Rakuten Marketing clients in the United Kingdom, France, Germany, the United States, Canada, Australia, and Brazil.

In the UK, Rakuten Marketing expects brands in the fashion and travel sectors to be the first adopters of advertising on the social network. “Instagram provides our brands with a natural and non-invasive way to reach their target audience through incredibly powerful creative,” said Mark Haviland, MD, Rakuten Marketing Europe. “The initial results we have seen in the US show the huge potential of this social network as an advertising platform. The data that Instagram has access to through its parent company, Facebook allows retailers unparalleled, personalised targeting to the millennial audience, as well as the content they are sharing, making it the perfect place for UK brands to connect with current and potential customers.”

Through rich targeting, full-screen ad units and continuous optimisation, Instagram provides a fully integrated, seamless way to reach target audiences. Instagram advertising through Rakuten Marketing can be used to create awareness, attract prospects, retarget site abandoners and retain current customers.

Benefits of working with Rakuten Marketing for Instagram campaigns include:

  • Target specific audience segments: through Rakuten Marketing, targeting on Instagram goes beyond location, demographics and likes, to include actions that more accurately inform intent such as purchase behaviour and device usage. The audiences for campaigns are informed by rich Facebook user data, allowing brands to deliver relevant messages that achieve goals, from driving new consumers to a website or app to retargeting engaged site abandoners for conversions.
  • Enjoy full mobile ad viewability: as a mobile-first platform, Instagram advertising is only available through the official Instagram iOS and Android apps. Native display ads follow the natural flow of the application, appearing on screen alongside content being viewed and in formats that include video, link and mobile app installs, with additional formats coming soon.
  • Optimise campaigns towards key metrics: Rakuten Marketing offers customised reports and analysis to help brands understand impressions, clicks, comments, likes and conversions for each ad unit. The team works to ensure campaigns reach consumers who are most likely to click on an ad and take further action.

Haviland said: “Adding Instagram to the Rakuten Marketing offering also allows us to help marketers simplify the task of managing omni-channel campaigns. Clients can easily integrate the platform into their marketing strategy without having to worry about another vendor to manage.”

Rakuten Marketing provides holistic advertising solutions that span channels, social platforms and devices, eliminating the need to manage and communicate with multiple vendors. Through Rakuten Marketing, brands have access to real-time measurement insights for full transparency into omnichannel campaign performance and informing shifts in investment as needed to optimise results.