Instagram ad campaigns´ performance
: placement and time variables

  • Helena Sofia dos Anjos Pereira (Student)

Student thesis: Master's Thesis


Digital marketing is gaining increasing relevance. Social media ads, as Instagram ads, are representing a higher amount of the companies’ marketing budget. Therefore, understanding the performance of Instagram different ad placements and the dynamics over the time is becoming essential. This research study aims to compare two distinct placements on Instagram network (feed and story) and to evaluate the ad’s performance over the weeks of campaign. This paper focuses on a B2C company that uses Instagram for advertising technologic second hand products. The analysis, performed with descriptive quantitative research methods, employed secondary data of hundred and fifty data points. Results have shown that ads placed on Story perform better on average than Feed ads, proving that the placement impacts significantly on campaign’s results. In relation to time factor, this variable affects negatively the performance, being verified a decrease in the results over the weeks in study. For managers, these findings are relevant for a more accurate allocation of the online budget across ad’s placements and for the optimization of the campaign’s time range in order to enhance the campaign results.
Date of Award14 Oct 2020
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorPedro Miguel Gonçalves Rosa (Supervisor)


  • Digital marketing
  • Online advertising
  • Social media
  • Instagram
  • Ad placement
  • Performance over time
  • Campaign effectiveness


  • Mestrado em Gestão e Administração de Empresas

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