As programmatic pipes continue to evolve, the user experience of seeing ads on the internet has remained relatively unchanged. Things like header bidding and private exchanges may make transactions slightly more efficient for buyers and sellers, but outside of expensive and resource-intensive high-impact units, users don’t have a better experience with ads than they did ten years ago. Meanwhile, social media experiences are evolving rapidly. The most recent phenomenon is “Stories” – an endless and immersive stream of fresh content. Story formats continue to take share from traditional feeds on Instagram, Facebook, Snapchat, TikTok, and Youtube. Today stories represent nearly half of the new content posted on Instagram!
Stories aren’t only better experiences for users, they also offer real opportunities for brands. Story formats increase brand performance metrics across the board, including ad recall, purchase intent, message association, and CTR.
As the industry leader in social display, we think it’s common sense to enable marketers to deliver Story experiences outside of the walled gardens. We are proud to announce support for Story formats, allowing marketers to distribute the latest and greatest user experiences via their existing media buying platforms. The ability to recreate story experiences in standard ad units is an industry first and represents a giant leap forward on our mission to bridge the gap between social and paid media.