Marin Software, a cross-channel performance advertising cloud platform solution, has announced it has been selected to use Instagram’s Ads API.

Marin Software gained access to the newly developed Instagram Ads API and has released support for Instagram advertising through the Marin Social platform.

With so many Aussies using the platform, brands are leaping at the chance to reach them via the platforms’ Ads API.

Marin Software is working with a variety of advertisers during Instagram’s Ads API integration to launch and test ‘brand awareness’ and ‘direct response’ campaigns, including luxury retail brand, NET-A-PORTER.

Helen McGee, head of marketing, international, NET-A-PORTER said, “The Instagram Ads API allows us to target a very specific European audience within 24 hours of our events. With Marin’s support, we drove awareness of our brand, and are better able to share exceptional fashion content with our customers.”

A recent study conducted by eMarketer forecasted that Instagram mobile ad revenue would likely reach $2 billion worldwide in 2017, surpassing Google and Twitter in the US and demonstrating a worldwide appetite to advertise on the platform.

As one of the fastest-growing major mobile properties, Instagram represents a significant opportunity for advertisers to reach an engaged community of over 300 million users and potential customers worldwide. Widely regarded as the world’s most popular image sharing platform, Instagram has been attributed to the success of many Australian food, travel and retail brands and for raising the profile of celebrities worldwide.

By supporting the Instagram Ads API, the Marin Social advertising platform will help Direct Response advertisers and agencies to create, target, and optimise their Instagram campaigns conveniently alongside Facebook and Twitter campaigns and to gain performance insights and management efficiencies across their advertising programs.

“We are thrilled to have access to the Instagram Ads API, as our clients are eager to connect with the Instagram community,” said Jay Revels, GM Asia Pacific Marin Software.

“The integration of Marin Software with Instagram allows Australian advertisers to leverage the full capabilities of Facebook’s powerful advertising infrastructure on Instagram and drive impact at scale across both platforms,” said Georg Widschwendter, Facebook Marketing Partners Lead, ANZ.