What Instagram ad space means for brands

What Instagram ad space means for brands
SHARE
THIS



Advertisers have been left wondering how they will be able to add value to the 55 million photos created daily on Instagram following the platform’s latest ad space news.

Earlier this week Instagram’s Emily White said the photo-led social platform should be ready to start selling ads within the next year.

Head of digital media at Neo@Ogilvy, MinSun Collier, said it will be interesting to see how Instagram handles the move to monetise given mobile is a “very personal and protected screens for consumers”.

Some categories such as travel and fashion will find integration easier due to their lean towards beautiful photography as will humourous or entertaining brands, but Collier questioned how Instagram would cater for other categories.

“Is Instagram willing to have sponsored features or add-ons such as enhanced filters, editing tools, being able to add music or voiceovers to photos rather than just pushing something in front of users?”

Tony Chilvers, head of interactive strategy at CHE Proximity, said it will be Instagram’s ‘Explore’ area that will feature promoted content.

“I guess the expectation for users is that when browsing through 'Explore' – it's going to be like going through a Facebook newsfeed for example – and we, as users, accept and almost expect that now,” Chilvers said.

“With the Facebook reference in mind, we'll likely start seeing a lot more of the Facebook innovation becoming part of the Instagram platform.”

Hard Hat Digital’s Dan Monheit agreed and said utilising Facebook’s social graph on Instagram “feels like a no brainer”.

But he believes fitting ads into Instagram will be quite a challenge aesthetically.

“Instagram has a certain purity about it with a consistency of posts, no ads, no apps, no external links and none of the other things that have found their way on to the Facebook platform over the last few years,” he explained.

“This means that being respectful of the platform and 'fitting in' with users feeds, while achieving commercial gains, is going to take serious effort for brands and their agencies.”

To be successful Monheit said brands will most likely need a “firm commitment to create content on an ongoing basis”. “Out of place ads will stand out like dogs balls and probably achieve the opposite of what they set out to do.”

Chilvers said the personality that brands have had to develop on Instagram should be maintained and counselled against adapting their content too quickly.

While brands are already active on Instagram and many have successfully built a sizeable following, Monheit believes advertisers will be inclined to speed the process up using paid ads as a shortcut.

“Building interesting content and organically growing a fan base takes time, money and patience. If given the option to speed things up, there will be plenty of brands happy to jump on board.”

Meanwhile, Facebook announced changes to its ad formats.

The update has streamlined image sizes meaning advertisers no longer need multiple image sizes depending on ad placement.

Images sizes are now also larger, Page post link ads will now feature an image that is three-and-a-half times larger than what was previously carried on desktop.

Chilvers said the update was a “sign of the times and a clear indication of how important visual content is becoming for brands”.

“Secondly, one can also start joining the dots in that the Facebook ad strategy seems to be becoming a universal, image and video driven ad platform that covers off their now enormous audience on both Facebook and Instagram.”

Please login with linkedin to comment

Latest News

Sweeney Advertising Wins Five New Accounts, Adds Senior Staffer
  • Advertising
  • Marketing
  • Media

Sweeney Advertising Wins Five New Accounts, Adds Senior Staffer

Full-service boutique advertising agency Sweeney Advertising has announced five new business wins, adding $10 million in annualised billings. The agency’s new clients are real estate network Century 21, wealth creation and management company InvestSMART, online streamlined options trading platform HighLow, Japanese restaurant chain Sushi Hub, and swimming pool and accessories distributor Bestway Australia. Sweeny Advertising […]

Instagram Video: We Are Living In A Vertical World
  • Co-Lab

Instagram Video: We Are Living In A Vertical World

The way people record, share and replay their lives has changed dramatically since the advent of Facebook-owned Instagram. Once a place where only static, filtered photos could be uploaded, Instagram now offers photo and video uploads, shopping features, direct messaging and several other tools serving users and businesses. However, for Instagram head of business Jim Squires […]

by B&T Magazine

B&T Magazine
Yes! It’s Virtual Reality Demystified
  • Co-Lab

Yes! It’s Virtual Reality Demystified

Virtual Reality has been a staple of science fiction for some time, Though, in terms of real-life application, the world is still coming to grips with what the tool can offer us. In recent years, tech experts, doctors, medical students and videographers have used the tool as a way of exploring worlds not normally accessed in […]

by B&T Magazine

B&T Magazine
Facebook Messenger: The New Age Of Communications
  • Co-Lab

Facebook Messenger: The New Age Of Communications

The unparalleled success of Facebook-owned Messenger can be pinned down to its ear to the ground approach with users. Consistently listening to its user base of more than one billion, Messenger’s ability to stay not only on trend but well ahead of it has allowed the app to become a global tool for communication; be that […]

Industry Generates A Record $10.5m For Social Impact
  • Media

Industry Generates A Record $10.5m For Social Impact

UnLtd, the media, marketing and creative industry’s social purpose organisation has announced a total industry contribution of $10.5m to social impact in FY18. The total value of funds, services, inventory and time donated by the media, marketing and creative industry increased by 21per cent compared to the previous financial year due to a growth in […]

Women In Media Profile: Danni Wright
  • Media

Women In Media Profile: Danni Wright

We'd be headlining Danni Wright's Women in Media profile the "Wright stuff" if it wasn't utterly predictable and naff.

by B&T Magazine

B&T Magazine
Posterscope Promotes Two
  • Media

Posterscope Promotes Two

Posterscope, Dentsu Aegis Network’s specialist out-of-home agency, has promoted Ryan Hedditch to the newly created position of national head of strategy and Samantha Summers to Sydney Group Business Director. In his new role, Hedditch is charged with driving the continual improvement and transformation of the Posterscope offering to clients and partners. Summers’ promotion will see her lead […]

Outbrain Accelerates Growth With APAC Promotions
  • Media

Outbrain Accelerates Growth With APAC Promotions

Native discovery platformOutbrain has announced several movements in its regional leadership team, with plans to make more new hires. This comes on the heels of two senior appointments it made in February, after closing a record year in the region with expansion into new markets. Yoav Tourel has been promoted to head of sales for […]

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Red Agency Bolsters Sydney Team
  • Media

Red Agency Bolsters Sydney Team

Judging by the image, it seems Red Agency may have had no staff whatsoever prior to this hiring spree.

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.

Women In Media Profile: Judy Sahay
  • Media

Women In Media Profile: Judy Sahay

B&T's Women in Media profiles are like a wave washing over you. Even more so if an actual wave washes over you.

by B&T Magazine

B&T Magazine
How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)
  • Marketing
  • Opinion

How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)

In this opinion piece, SalesPreso co-founder and CMO Joel Thomson (pictured below) explains how B2B companies can use their data more effectively and deliver a personalised customer experience that matches their B2C counterparts. From the Cambridge Analytica scandal to the EU’s recent GDPR legislation, this year has prompted individuals all over the world to consider […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

Not one to rest on its laurels, M&C Saatchi unveils new production studio it hasn't called 'Not One To Rest On Laurels'.

Creative Agency Launches Project Management Tool ‘Hassl’
  • Advertising
  • Technology

Creative Agency Launches Project Management Tool ‘Hassl’

Yesterday at TedX Melbourne the team behind award-winning, Melbourne-based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their clients. […]