iWorld
Kenshoo integrates with Instagram Ads API
MUMBAI: Kenshoo, a player in agile marketing software, has integrated with Instagram Ads API, enabling marketers to reach more than 300 million monthly active mobile consumers via the popular photo sharing service.
Pertinent to note here is that almost three years after being acquired by Facebook, Instagram recently launched Instagram Ads API.
Kenshoo is among the first Facebook Marketing Partners granted initial access to the Instagram Ads API. Kenshoo clients can now deliver engaging experiences to a highly immersive community of consumers on Instagram.
“Our integration with Instagram makes high-value mobile advertising inventory accessible to more advertisers. Kenshoo is thrilled to be among a group of the first Facebook Marketing Partners given initial access to the Instagram Ads API. The mobile audience on Instagram is significant and brands want to place their brand messages in front of this engaged audience,” said Kenshoo Asia-Pacific and Japan managing director Yukihiko Imamura.
Kenshoo’s Infinity Suite, integrated with Instagram’s Ads API, enables advertisers to gain a more holistic view and understanding of their social and mobile consumers. Additionally, advertisers benefit from the award-winning Kenshoo technology to automate the management and optimization of budgeting, bidding, and creative assets to meet their overall marketing goals.
Group M Australia SEM director Furqan Wasif said, “Instagram has quickly become a must-have advertising channel for brands that want to stay at the forefront of mobile engagement. Kenshoo’s access to the Instagram Ads API offering will enable us to streamline our campaign launches, and integrate them seamlessly with our existing mobile campaigns; allowing our team to get a comprehensive view of our entire campaign portfolio. The integration strategically complements our Facebook campaigns and creates extended reach for our clients to build their brands on a proven mobile platform.”
Kenshoo said the evidence showed already that Instagram advertising delivers substantial benefits to brands.
“Clients that have launched Instagram ads through Kenshoo are achieving average click-through rates higher than Q2 2015 industry averages for social advertising. When coupled with Kenshoo’s innovative suite of targeting and optimization tools, and brands advertising on Instagram have the potential to exponentially improve results for their entire campaign portfolio,” said Kenshoo SVP, product Will Martin-Gill.
The Kenshoo Infinity Suite leads the way in digital marketing innovation and plays a key role in helping the industry’s leading marketers understand and embrace innovation for their marketing success.
Built upon Kenshoo’s industry-leading and award-winning software for cross-channel digital marketing, the Kenshoo Infinity Suite provides enterprise software licensing options to reduce total cost of ownership by eliminating single point solutions. It also provides more value to clients by packaging all performance and optimization capabilities into one single dashboard.
iWorld
Tata Play Binge adds Pocket Films to micro drama platform Shots
Over 210 micro dramas and 220 hours of content strengthen short form play
MUMBAI: Short stories are getting shorter and sharper. Tata Play Binge is doubling down on snackable storytelling, adding Pocket Films to its micro-drama hub Shots as it looks to capture India’s fast-growing appetite for quick-consumption content. The move expands Shots into a deeper, more diverse catalogue, now featuring over 210 micro-dramas and 220 hours of short-format programming across genres such as action, drama and thriller. The content spans Hindi and key regional languages, reflecting the increasingly local yet mobile-first nature of viewing habits.
Pocket Films brings with it a library of emotionally driven, culturally rooted narratives, including micro-dramas like Chaturanga, Vidushi, Maasa, Silent Cycle and Pilibhit, alongside short films such as Lock-up, Dubki and The Disguise. The addition builds on existing partnerships with Bullet and Stage, strengthening Shots as a one-stop destination for bite-sized storytelling.
Designed for vertical viewing, the platform leans into scroll-friendly interfaces, auto-play sequencing and seamless discovery mirroring the habits of always-on, digital-first audiences. The content remains ad-supported and is available within the Tata Play Binge app at no additional cost.
The integration also sits within a broader aggregation strategy. Tata Play Binge currently offers access to 30 plus OTT services including Prime Video, JioHotstar, Zee5 and Apple TV+ through a single subscription and interface, aiming to simplify fragmented streaming consumption.
As platforms race to keep up with shrinking attention spans, Tata Play Binge’s bet is straightforward: when stories get shorter, the catalogue needs to get bigger and faster.
