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Instagram's Digital Ad Share to Double Despite Facebook Issues

(Bloomberg) -- Instagram is poised to reign as the darling of Facebook Inc. apps, offering a life boat for the core platform during a bout of privacy concerns. Cowen says the photo-sharing app’s share of digital video budgets from ad buyers will double from 2018 to 2020. In fact, Instagram has grown as the go-to choice for launching new brand campaigns looking to reach ages thirteen to thirty-four, according to 61 percent of survey respondents to a Cowen study representing about $14 billion in ad spend. Instagram Stories appear “poised for greater adoption” as more ad buyers allocated some portion of their spend to the feature in 2018 than the year prior, said Cowen’s John Blackledge in a note.

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