Instagram has announced it will roll out ads in Australia later this year since its US debut of ads in November 2013.
The introduction of ads near the end of last year saw the photo-sharing platform working with a number of brands such as Ben & Jerry’s “to draw creative inspiration from the community and create ads that were engaging and felt natural in people’s feeds”, according to the blog post.
“We gave people the ability to provide feedback on ads so we could learn what people liked—and didn’t like—and improve over time. (If you gave feedback on an ad, thank you!)”
According to the post, the response from advertisers so far has been positive.
In November, AdWeek in the US reported the just-longer-than-a-week campaign on the platform for Ben & Jerry’s saw an ad recall lift of 33%, with the ice cream brand stating it had reached 9.8 million US consumers with its Instagram ads.
“We’re excited to build on this momentum, and in the coming months we will extend the same level of care and consideration as we introduce ads on Instagram to our global community,” the blog post from Instagram said.
As with our initial roll-out, we are committed to learning as much as we can while building Instagram as a sustainable business.
In October last year Instagram gave a sneak preview of what the ads could look like within the Insta-feed, showing the posts should be distinguishable with a ‘sponsored’ label.