Instagram will start showing ads in the Instagram feeds of people in Australia from today.
The social photos app has announced that sponsored photos and videos will appear in the main feed and be clearly marked with a sponsored label – but they will look similar to other photos and videos users will see in their feed. Instagram insists users will retain the ultimate control. If they see an ad they don’t like, they’ll be able to hide it and provide feedback about what didn’t feel right.
Amy Cole, market operations, Instagram said: “Images are fast becoming a primary way that people communicate – in both the everyday and the spectacular. Our aim is to help brands create beautiful ads that feel as natural to Instagram as the photos and videos people already share and enjoy.”
The move is, according to the company, part of making Instagram into a “sustainable business”.
From today, the Instagram community in Australia will gradually see ads appear from a handful brands including Tourism Queensland, Vegemite, Ben & Jerry’s, Toyota, Flight Centre, Audi, Lenovo, McDonald’s and Philadelphia Cream Cheese.
Instagram has already seen brands approach advertising in innovative and creative ways since the US launch in September 2013. These brands include: Burberry, Ben & Jerry’s, Levi’s, Lexus, Adidas, McDonald’s, Disney, Mercedes, Samsung, Covergirl and Coca Cola. The recent launch in UK this month includes brands: Starbucks, Cadbury, Channel 4, Rimmel London, Sony Music, Estée Lauder and Waitrose.
The first Australian Instagram Ads partners – including Tourism Queensland, Ben & Jerry’s, Vegemite, Flight Centre, Audi and Toyota – commented on today’s launch.
Chris Chambers, director digital marketing, Tourism and Events Queensland (TEQ) said: “This partnership with Instagram is an opportunity for Tourism and Events Queensland to expand its digital reach and influence the travel decisions made by Instagram’s millions of active users. Instagram is the perfect platform to showcase Queensland’s holiday credentials, allowing fans to share authentic images in real time and advocate why Queensland is Where Australia Shines.”
Kalli Swaik, Ben & Jerry’s Brand Champion said: “Ben & Jerry’s and Instagram have long been friends. It’s been the perfect platform to roll out our unique brand of Ben & Jerry’s humour to Australia and share the colour and excitement of our product and social mission news with our fans and beyond. A platform that celebrates all things visual and a vibrant brand like ours are a match made in heaven. We’re now excited to take this to a new level as one of the very first brands to advertise on Instagram in Australia. It gives the brand more visibility and relevance across the country and helps us share the peace, love and ice cream with our passionate fans in an unmistakably Ben & Jerry’s way.”
Keith Stanley, Head of Customer Experience, Flight Centre said: “Flight Centre’s mantra is to open up the world to those who want to see it. Instagram is a wonderful avenue for us to engage with a community of passionate and aspiring travellers so we are very excited to be a part of this Australian-first.”
Darren O’Brien, president cheese and grocery Asia Pacific, Mondelez International said: “There’s no denying that social is part of the media ecosystem and if that’s where our loyalists are consuming content, brand participation is a natural extension of this. The Vegemite partnership with Instagram is an organic evolution of our approach to media – innovative and authentic – recognizing that this medium is at the forefront of driving brand engagement. We are delighted to have been chosen by Instagram to take part in the launch of their new advertising platform and look forward to releasing our creative.”
Kathryn Willmott, business director across the Mondelez Foods portfolio, Carat said: “Carat, together with Vegemite and Philadelphia, have worked in close collaboration with Instagram and have been deeply involved with all aspects of campaign planning, including the creative development. Partnering with Instagram on this first to market initiative has been the perfect platform for these innovative brands.”
Liz Cambage, Australian basketball star, has taken to social media to criticise a lack of racial diversity in recent Australian Olympic Committee photoshoots, indicating she may boycott the Tokyo games. Cambage is a member of the Australian Opals basketball team, and has played in a number of elite leagues including the WNBL, where she played […]
Massachusetts state attorney Maura Healey has sued Publicis Health, a subsidiary of Publicis Groupe SA, over allegations of deceptive marketing. Healey argued that Publicis Health used unfair, deceptive marketing tactics to sell a powerful, addictive prescription painkiller called OxyContin on behalf of Purdue Pharma. According to the suit, “dangerous opioid drugs continue to kill hundreds […]
B&T’s Research Agency Of The Year, strategic insights consultancy Nature, was a big winner at the Research Society Awards last night, taking home four prestigious honours. Nature won the Research Effectiveness Award for Technology and Innovation for its work for Don KRC; Managing Partner Chris Crook (main photo) was accepted into the Research Society’s Fellowship; […]
Australasia’s leading independent creative company, Special Group, has been named the world’s best Creative and Independent Agency of the Year by one of the world’s most prestigious advertising titles – the United Kingdom’s Campaign. Special Group – which has offices in Sydney, Melbourne, Auckland and Los Angeles – was named Global Agency of the Year […]
The winners of Fast Company’s 2021 World Changing Ideas Awards have just been announced, honoring the businesses, policies, projects, and concepts that are actively engaged and deeply committed to pursuing innovation when it comes to solving health and climate crises, social injustice, or economic inequality. Losing Lena by Clemenger BBDO Sydney was a finalist in […]
Adland's future was on display at yesterday's Young Lions. Sadly, the B&T's editor's plumbers crack was also on display.
A highlight of Australia’s creative calendar, The Design Conference celebrates its 10th conference with a cracking line-up of 20+ speakers when it returns to Brisbane Powerhouse from Wednesday 16 – Friday 18 June 2021. Over the last ten years, The Design Conference has evolved into one of the world’s premier professional development opportunities at the […]
Sydney-based design studio Universal Favourite launched a new branding for US beauty brand Youthforia, whose mission is to make makeup more playful. To appeal to a Gen Z market bored by the minimal aesthetic approach adopted by most beauty brands, Universal Favourite created a maximalist identity. The result is purposefully messy, uncurated, raw.
APRA AMCOS, a music rights management organisation for Australian and New Zealand songwriters and music publishers, has engaged Klarrio to help modernise its IT architecture and accelerate its digital transformation journey. Klarrio, a systems integrator specialising in real-time data streaming and customised IT architecture modernisation, is helping APRA AMCOS migrate from an on-premise, single-threaded processing […]