Instagram Advertising 101

by Brandon Berte on December 3, 2015

For a brand to be noticed, it needs to be in front of as many eyes as possible. With 400 million active users, photo and video sharing app Instagram certainly fits the bill.

Instagram application on Apple iPhone 5S

Here’s what you need to know before diving into Instagram advertising:

Demographics. According to Pew Research Center, 28 percent of online adults use Instagram. Moreover, 55 percent of online young adults (ages 18-29) use Instagram. Here’s a closer look:


Who can advertise? Facebook bought Instagram for $1 billion back in 2012. Any business or brand with a Facebook Page can advertise on Instagram. Ad information and design — including name and logo — are pulled directly from Facebook. Instagram ads can be created using ad creation, Power Editor or the Facebook Ads API.

Targeting. Because Instagram is owned by Facebook, its ads have similar targeting capabilities. If an Instagram user has his or her profile connected to a Facebook account, in-depth profile information can be used for targeting.



Success stories. Businesses of all sizes have benefited from Instagram advertising. Instagram points to three big brand success stories: Lexus, PayPal and GE. Click through to read how these companies achieved their advertising goals and more.

Interested in promoting your brand on Instagram? Allow the experts of Creative Partners to help! We understand the many ways to enhance your presence on Instagram and throughout other emerging online platforms. To get in touch, call us at (203) 705-9211. For more tips, find us on Facebook, Twitter, Google+ and LinkedIn.


“Micro-Moments” has been one of 2015’s most-buzzed about terms, at least in the world of online marketing. The idea, ushered in by none other than Google, asserts that consumer decision making and preference shaping has been forever changed, due in large part to the rise of mobile technology.

Micro-Moments - How Mobile Inquiries Are Shaping Purchasing Decisions

Google explains:

Micro-moments occur when people reflexively turn to a device—increasingly a smartphone—to act on a need to learn something, do something, discover something, watch something, or buy something. They are intent-rich moments when decisions are made and preferences shaped. In these moments, consumers’ expectations are higher than ever. The powerful computers we carry in our pockets have trained us to expect brands to immediately deliver exactly what we are looking for when we are looking. We want things right, and we want things right away.

Researchers have discovered the following about consumer behavior with regard to micro-moments:

  • Sixty-nine percent of smartphone users who travel search for ideas during free moments, like while waiting for a cab
  • Almost half of those travelers will then book their plans through an entirely different channel
  • Ninety-one percent of smartphone users refer to their phones while performing a task
  • Eighty-two percent of smartphone users refer to their phones while making an in-store purchase decision
  • About one in 10 of those smartphone users wind up selecting a different product than they had originally planned
  • Sixty-nine percent of online shoppers consider quality, timing and/or the pertinence of a business’s message in their evaluation of a brand

What does it all mean for marketers? For a brand to compete, it must understand and meet consumers’ demands during micro-moments. It must be visible in the moments when members of its target audience consult their phones in the decision making process.

If you need help making sense of micro-moments and the opportunities they present, connect with Creative Partners by calling (203) 705-9211. Don’t forget to connect with us on Facebook, Twitter, Google+ and LinkedIn for more tips!


Social media used to be a place for friends to share status updates and reconnect, but that’s all changed. Today, social networks are the be-all and end-all for marketing. It should come as no surprise, then, that a large percentage of consumers (74 percent!) turn to social media before making a purchase.


But what exactly does that mean? Are consumers opening Twitter and buying the first product that pops out? Not quite.

It’s more about brands than products. Companies are using social media to reach a wider audience while also creating a consistent and personable brand voice. Consumers find this to be endearing, building brand loyalty. Here are a few other ways shoppers use social media:

  • Trend watching – Consumers turn to their favorite social platforms to keep up with the latest in everything from fashion to technology.
  • Finding new brands – Social media is also a great way to discover and learn more about new businesses.
  • Customer service – Buyers have come to expect fast responses to questions, comments and concerns, whether through a Facebook review or an Instagram comment.

What this all means for brands is that, yes, it’s important to be present on social media. But having a plan is even more essential. That’s where Creative Partners can help. With 25 years of experience, we deliver the goods. We deliver motive: motive for buying, motive for selling, motive for igniting.

To learn more, visit us online or call us directly at (203) 705-9211. Don’t forget to connect with Creative Partners on Facebook, Twitter and LinkedIn!


It’s great news for iPhone users, but a potential nightmare for the advertising industry. Apple’s iOS 9, released in September, has officially opened the doors to ad-blocking apps.

College student text messaging

“While such technology has existed for years — it has long been available on PC browsers — ad blockers are new for iPhones and iPads,” reports the New York Times. In an effort to better understand the apps’ impact, the publication put them to the test. Here’s a look at its findings:

User friendliness – Ad-blocking apps allowed some pages load faster, improved device battery life and used less data.
Technical disadvantages – Ad blockers hit some websites harder than others, causing irregular load times, missing content and defective online shopping carts.

A recent PageFair study looked at the impact of content-blocking apps on publishers and advertisers specifically. Here’s what it found:

Usage of this software in the US alone resulted in approximately $5.8 billion in blocked revenue in 2014.
Globally, the cost of ad-blocking is expected to skyrocket to $41.4 billion by 2016.

Fortune magazine, however, disagrees. “At most, the industry might lose $1 billion or so in revenue,” the magazine reports. That’s because, while ad blocking apps are undeniably more accessible than ever before, not all users will download them.

Sure, ad blockers have the potential to disrupt the mobile advertising industry, but they may not have too grave an impact — at least not yet. Have you downloaded an ad-blocking app? Tell us why or why not in the comments below.

To connect with Creative Partners, give us a call at (203) 705-9211. Don’t forget to look for us on Facebook, Twitter, Google+ and LinkedIn!


The rise of mobile technology over the past several years is well-documented, and it continues to achieve impressive milestones. Today, mobile has surpassed desktop as users’ top gateway to the internet. And with the record-breaking release of Apple’s iPhone 6S, we can only expect this trend to persist. 

Social networking apps on Apple iPhone 5S

Not only does mobile technology make our lives easier in terms of communication and entertainment, but it can also help businesses grow to new heights:

Time Spent on Mobile Devices

For years, television was the most viewed piece of technology. By the end of 2014, mobile devices claimed that title, and the daily minutes spent using them has continues to increase. We spend almost three hours per day on a tablet or smartphone. Even though consumers still watch a lot of television, they are usually looking at their phones while they watch or during a commercial break. What does this mean for businesses? It means that mobile website optimization should be a high priority.

Optimization for Browsing

The internet has an immense amount of users, but traffic specifically from mobile devices is steadily increasing. A quarter of people with mobile devices will access the internet at least once per day. These users represent seven percent of all browsing activity on the internet. Four years ago this number was less than one percent, making this increase very significant. If this much traffic is being generated via mobile devices, then more companies should think to optimize their websites for a mobile display. Mobile device users are 51 percent more likely to purchase something if the company’s website is optimized for mobile usage. Catering to the mobile users is a sure way to increase revenue for your business.

Increase in Revenue

An optimized mobile website can increase a company’s revenue. Browsing is more fluid and purchasing is easier than ever. A quarter of small to medium sized companies with mobile-ready websites have seen their revenue double, with half of the web searches for their business stemming from a mobile device. The cost of creating a mobile-friendly website is microscopic compared to the possible revenue increase a company can see.

Mobile devices have taken the front running position as the favorite of all technology. With so many people browsing the internet using these devices, all companies should optimize their website for mobile usage. The experts at Creative Partners have the know-how and creative eye to build the perfectly optimized website for your business.

To learn more about how to get started, give us a call at (203) 705-9211! Don’t forget to connect with us on FacebookTwitterGoogle+ and LinkedIn for more tips.


With Thanksgiving coming up this week, it is a good time to reflect on gathering with friends and family. So often in our increasingly busy, connected world, interpersonal conversations are cut short by technology. We sometimes fail to have rich, meaningful interactions without at least one person taking out their smartphone mid-sentence or mid-meal. Is this the new normal? Is it a generational thing? Let’s take a look at the tricky world of smartphone etiquette.

As mobile usage increases, lines continue to blur in terms of propriety. In a recent study, a third of people interviewed admitted to neglecting other people in real life in favor of their phone. This phenomenon has even spurred a new term, “phubbing,” or phone-snubbing. There is a new moment to combat phubbing, urging people to unplug and interact in real life again. According to, “an average restaurant will see 36 cases of phubbing per dinner session. This is equal to spending 570 days alone while in the company of others.” But it is not all bad news when it comes to dining; a recent study by USC Annenberg found that 62% of people disapprove of keeping a phone on the table during a meal.

It may simply be a generational issue. Not surprisingly, people age 18-24 are more accepting when it comes to mobile usage in public places than older users. Fifty percent of Millennials feel texting is ok while eating a meal, while only 15% of people age 30 and older approve.

Regardless of your age or your score on Angry Birds, when you sit down to your Thanksgiving dinner with your friends and family, remind yourself, “The conversation is heating up. The potatoes are still warm. My phone can wait.”

Happy Thanksgiving from Creative Partners!


If you’ve been following our blog this month, you’ll know that mobile business is booming, but just what counts as booming? Thanks to the kind number folks at, here’s some food for thought: “by the end of 2013, there will be more mobile devices than people on Earth.”


We’re already at 7.2 billion people now.

Not only is mobile use increasing, but also the consumption is primarily focused on Internet use. “Fifty percent of the average global mobile web users now use mobile as either their primary or exclusive means of going online.” Which means, if you’re not yet on mobile, you should be, otherwise the economy will start to pass you by.


If the past few years are any indication, business conducted on mobile devices is set to soar. “Mobile web adoption is growing 8 times faster than web adoption did in the 1990’s and early 2000’s. Eighty percent of consumers plan to conduct mobile commerce in the next 12 months.” Clearly, mobile Internet use is becoming as ubiquitous as desktop use, but that doesn’t mean you can skate by with a watered down version of your site. “Fifty-seven percent of users say they won’t recommend a business with a poorly designed mobile site.” Regardless of the device, your web presence is a direct reflection of your business.


The bottom line is mobile users are willing to perform the same tasks as desktop users assuming they are presented in an easy, convenient way. Don’t be left out in the cold. “Research shows not having a mobile optimized website is like closing your store one day each week.”


Need some help considering your business and its online mobility? Contact us at Creative Partners for questions, ideas, and brainstorms.




Mobile is, undeniably, all around us. Some companies embrace it for what it is; others force old practices on it. To illustrate what works on mobile, we gathered some mobile sites we like and some that need improvement. Here we draw out a menu of opposites to highlight the contrasting examples. See for yourself and let us know what you like – or don’t!

Johns Hopkins Hospital vs. New York-Presbyterian Medical Center


What works: Johns Hopkins Hospital offers a complete and easy-to-use mobile site. The layout is attractive and clean with a clear vertical scrolling function and easy-to-find photos, videos, floor maps, events, and additional resources.

Needs improvement: New York-Presbyterian Medical Center does not have a mobile site. It employs its full site on mobile devices. This can be problematic as the text appears microscopic and finding pertinent information can be challenging for users.


Yogurtland vs. Pinkberry

What works: Yogurtland has a full mobile site with easy-to-read text and aesthetically pleasing tile organization. Bravo for contrast, legible yet interesting text and dynamo graphics while highlighting the double points promotion right up at the top, can’t miss it!

Needs improvement: Pinkberry may have a lock on desserts, but it does not have a lock on mobile usability. They may have received kudos for running good location-based mobile ad campaigns, but their mobile experience needs improvement. The tiny grey text is hard to read for those in need of a quick dessert fix! Their icons are fun, but the catering one is not illustrative of the service, as it resembles a man ringing a bell and blowing bubbles – somewhat confusing.


A&P vs. Stop & Shop

What works: A&P offers a mobile site with navigation and search functions on the top of the page. It shows its relevant information above the fold, great contrast, simple and clear layout. One way they could turbo-boost their traffic and customer love would be to move their email sign-up for deals, it’s somewhat hidden.


Needs improvement: Stop & Shop offers a mobile app, but does not offer a mobile site. They are assuming that users will return to the app frequently. However, that may not be the case. Many users want to quickly search for information on their phones to make a purchasing decision. In today’s increasing environment let people find as many ways to buy products as possible – convenience for consumers will translate into more sales!

Thank you to all of the companies who acted as great examples to demonstrate the importance of having an easy-to-navigate, functional mobile website.

Want to learn more about what the future holds for mobile marketing? We recommend checking out this article.

The 5 Pillars of Mobile Marketing for 2014

At Creative Partners, we offer mobile marketing monthly checkups and annual mobile media physicals  for companies big and small. Let us know if you have questions or are looking for a second opinion.


And you should be too – it appears that the trend to mobile is not just a passing phase, it is a powerful tool to engage the audience you want to reach. The added benefit is the flexibility of the digital medium – you can express with words, pictures, sounds, video and interactivity! Let’s start those engines!


Chances are, your audience will find you by searching, and mobile seekers can find you in many places, on your website, in a mention from the press, or on your blog or social media.

Mobile is used for connection – many companies are building their social media presence to capture the mobile audience – Most companies have a Facebook page and you should too – connect your brand with current stakeholders who can “Like” you and share the good word. 20% of Facebook’s 1 billion users are on a tablet or phone. When it comes to the mobile marketplace, how do you roll?

Can your customers find you on their smartphones? What’s your site like on an iPhone, mini iPad, tablet or Blackberry? The hot device of tomorrow may be a different size or shape from today’s device but mobile is the key to more discovery for your brand.

YouTube reaches more adults than any cable network. Are you on YouTube?


IDC market research projects that mobile devices online (tablets, smartphones) are forecast to grow 27.8% this year. More mobile means more opportunity for your brand to connect with your audience – whether they are just getting to know you or need to get to know you. Via your website, social media or search, mobile is critical to your brand awareness.

In response to the changing marketplace, Creative Partners launched our mobile website, and we’re engaging more friends than ever while they are on-the-go

(please join the party)!


The numbers tell the story of growth of mobile over other means – emerging regions are skipping an experience and going straight to mobile. Where do your customers find you?


1 out of 9 mobile subscribers replaced or upgraded their handsets during Q3 2013, 4/5th choosing smartphones. The takeaway that you already instinctively know, seeing the majority of humans glued to a cellular device, cell phones are here to stay. How is your business using mobile in your marketing mix?


Mobile is where we are headed, no matter how you pursue your mobile strategy, Creative Partners are here for comments, questions & brainstorms!





When Rutgers launched their mini-MBA programs, it earned attention!
The learning platform is on the iPad (the iPad is included in the tuition price) offering an accelerated program.
The courses have proven to be of interest and they have expanded their offering – so there are Virtual Mini-MBA and Online Mini-MBA programs. After program completion, I would be interested if professionals then add the letters after their name – not
Jane Karson, MBA but Jane Karson, mba or maybe Jane Karson, mini-MBA? Are the completion certificates the size of business cards?
The ‘register now, pay later’ feature is attractive, ‘flexible enrollment’ plans are features that appeal to an even wider pool of applicants, and even more than that, these programs are making Continuing Education look sexy. Convenience notwithstanding,  Rutgers is doing this right, the Mini-MBA programs look great.
If you’re looking to glamorize your higher ed programs, give us a call here at Creative Partners!
Thanks from Paula Landry, MBA (just the regular kind) 203/705-9205