Application store optimization company Sensor Tower released its Q2 2016 Ad Intelligence Digest, which analyzed the state of advertising on Instagram andrevealed the top app advertisers on five major ad networks.
The report found that advertisers are taking advantage of Instagram’s support for longer videos, with the average length of a video ad on the platform at 25 seconds as of June, up from 15 seconds in January. In addition, the report found that 26 percent of Instagram ads were video ads in the second quarter of 2016, a 23 percent increase from January.
The report showed that app install ads represented 26 percent of all impressions on Instagram in the second quarter, while the rest of the ads led users to the web.
Overall, Sensor Tower said HBO Now was the top app install advertiser on Instagram in the U.S. in the second quarter, with Mobile Strike, Mercari, Shein Shopping and Clash Royale rounding out the top five.
Elsewhere, Mobile Strike was the top app install advertiser on Facebook, Google and Tumblr in the U.S. in the second quarter. On Facebook, Mobile Strike was followed by Wish, Clash of Kings, HBO Now and Instagram in the top five. Sensor Tower found that 40 percent of the top 10 Facebook app install advertisers in the U.S. in the second quarter were also in the top 25 grossing apps in June.
On Google, Mobile Strike was followed by the Google app, Game of War, Amazon and HBO Now in the top five. On Tumblr, Mobile Strike was followed by Episode, Game of War, The Sims FreePlay and Battle Camp.
Finally, the report showed that Etsy was the top app install advertiser on Pinterest in the U.S. for the quarter, followed by ipsy, Macy’s, thredUP and Sears. On Pinterest, 80 percent of the top 20 app install advertisers in the U.S. in the second quarter were identified as shopping and lifestyle apps.
Sensor Tower’s complete report is available here.
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