Social networking service Instagram is adding full-screen auto-playing ads to its Stories from this week.

The service will begin with 30 of Instagram's top advertisers placing ads in the service. After a two-to-three week test period the service will be open to all other advertisers.

The Stories feature is said to have 150 million DAUs which advertisers will have access to. The company has also stated that 70% of users follow at least one business, and that businesses have posted a third of the most-viewed Instagram Stories.

Room to grow

Instagram is still a largely untapped market for mobile games. Advertising platform Nanigans revealed in June 2016 that over 50% of its clients that advertise on Facebook also advertise on Instagram.

The social network has helped games such as Transformers: Earth Wars double its click-to-install rates and lower CPIs by 50% when advertising alongside Facebook Ads.

[Source: Fortune]