Facebook-owned photo-sharing platform Instagram on Thursday said that it was launching full screen advertisements on Instagram’s stories feature globally.

“Ads in stories let your business use targeting and reach capabilities that make your ads personally relevant to the people you want to reach. That, paired with measurement tools giving you the confident to know it works, is unmatched in a stories experience,” the company said in a statement. Earlier, Instagram in January had said that the advertisements would go live soon.

“Today, businesses of every size around the world can start running ads in stories through the Marketing API, Power Editor and Ads Manager optimized for reach. By optimizing for reach, you can show your ads to the maximum number of people in your audience and control how often they see your ads. The reach objective for ads in stories will begin rolling out today and will be available globally in the next few weeks,” the company said.

In a bid to explain the benefit of running the advertisement campaigns, the company had tied up with over 30 businesses to test the ads feature.

“We saw a double digit point increase in ad recall from our experiences on Airbnb campaign that further justifies our investment in ads within stories as they have made a measurable impact for us,” Eric Toda, global head of social marketing and content, said, adding that “our ability to apply existing targeting and measurement in an experience to reach the right audience, in the right mindset, with the right story at scale has allowed us to achieve the results we were hoping for in a partnership with Instagram.”