Tread Carefully With Instagram Ads Experts Warn

Tread Carefully With Instagram Ads Experts Warn
SHARE
THIS


What best describes you?

Instagram Australia has rolled out video advertising, however Tim Evans, strategy director at creative tech agency DT, questions whether you’d want to be the first brand on a platform that was ad-free just a few years ago.

“What is the benefit of being the first advertiser on a previously ad-free platform? It’s like introducing a new tax,” he told B&T. “I’ve only seen ire from users who view the ads as invasive and unwelcome. I can only assume the advertisers get cheaper ad rates in perpetuity. There’s likely to be a few creatively brilliant outliers, but I believe this might be one of those ‘last-mover advantage’ scenarios.”

Carly Yanco, senior planner at JWT Sydney also suggests there will be some resistance from users, “especially when it comes to popular platforms like Instagram where people initially enjoyed an ad-free-zone”.

“In this case, people are already familiar with sponsored ads on Instagram and with the video format, as opposed to the Carousel ads, which were also recently announced. So while some backlash is likely, brands should be more considerate of audience reactions to the content itself rather than the ad format.”

The video ad offering though is different to the native ads already available on the platform, says an Instagram spokesperson.

“The whole ethos of Instagram is a place to capture and share the world’s moments, whether that’s still or whether that’s video. We’ve been testing Instagram and launched organic, or native, videos that the community has already been using, so it just made perfect sense to also introduce this for brands to be able to use as well.”

There’s currently no news on when Carousel ads will launch in Australia, however the spokesperson is “definitely sure they’re coming”.

Jane Clinch, digital director at Vizeum Sydney, however believes video ads can be annoying for some.  “I think the reality is that video ads will irritate some users,” she says. “There was negative feedback from images alone, although we did see this was more directed at the platform itself rather than the advertisers. Video can be seen as even more intrusive, and harder for brands to ‘nail’ in terms of the right content.”

Still, Sarah James, head of digital at Carat Australia and New Zealand, believes it might not be so bad.

“If we look at Facebook video ads as a comparison, my thoughts are that they will be well received as long as the content is fit for the platform,” she says.

Four brands have already signed up to try the video ads – McDonald’s, L’Oreal, Qantas and Tourism New Zealand – with more expected in the coming weeks.

Qantas is using the platform for an extension of its ‘Feels Like Home’ campaign that launched in November 2014. The ‘Flying Kangaroo’ launched its first phase of the Instagram version in December last year. Phase one of the campaign has seen a 30 point lift in ad recall, said Olivia Wirth, group executive brand marketing and corporate affairs. “This is five times the Nielson industry norm.” Association between Qantas and the feeling of home also rose by four points, so Qantas is feeling pretty chuffed. Here’s hoping the video ad phase finds some equally satisfying results.

“We launched the Instagram (IG) Video phase of the ‘Feels Like Home’ campaign on Sunday March 1 with two 15 sec videos which feature Qantas customers reuniting with their families and friends at the arrivals hall of Sydney airport,” explained Wirth.

Tourism New Zealand is another airline keen to be using the social media site. “Video is an extension of Instagram’s still image advertising and offers the same visual, immersive quality as photo ads on Instagram, but gives us the added ability to easily show how close the range of experiences are, which makes a New Zealand holiday so appealing,” said Andrew Fraser, director of marketing at Tourism New Zealand.

Like Qantas, Fraser says they are already seeing promising results from the campaigns.

In the early days of rolling out this new offering, Instagram maintains users should see no more than one sponsored post per day.

And these posts should be created specifically for the platform. Regular TVCs may not fit so well, especially as the ad space is a maximum of 15 seconds long.

“We can’t just place a TVC in this environment. Instagram is a ‘lean back’ experience so the content must be engaging,” says Carat’s James.

JWT’s Yanco also adds Instagram is not the place for heavy-branded content. “Instagram was careful to introduce creative guidelines with their photo ads in the past to make sure brands were thinking about the context of the platform,” she says. “They’ve put less emphasis on this with the video ads so the onus is much more on the brands to get it right if they want to be successful.”

Vizeum’s Clinch says creative is key to success on the platform. “I definitely think when brands get it right, it will be a great way to drive brand awareness and reach.”

The Instagram spokesperson also adds: “It’s got to feel as though it’s part of the community and native to Instagram. It can’t be jarring.

“There’s a really high bar set for creative on Instagram, which is great.”

Please login with linkedin to comment

Latest News

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]