Instagram ads have just grown up, or at least gotten more vertical thanks to a new update.

Rise and shine

Photo and video ads can now be uploaded in 4:5 aspect ratio. In plain terms: that's portrait.

Instagram says early test results are promising, with vertical ads attracting higher view rates on average.

Mobile first

Whether this is due to vertical ads being new and something of a curiosity, remains to be seen.

However the portrait format has long been offered by other platforms, and is increasingly favoured for mobile. 

While not a major update, you now have the choice between square, landscape, or vertical ads.