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.”
Medallia has appointed Heather Paterson as its new ANZ country manager to drive further growth across Australia and New Zealand. With a strong sales performance and leadership background, Paterson joins Medallia as ANZ country manager following more than seven years with leading SaaS financial technology provider, Intralinks, where she was most recently director for Asia […]
Spikes Asia today announces that the 2021 awards will take place in February, bringing them forward to the first quarter of the year. Judging for the Spikes Asia Awards, the region’s most prestigious creative branded communications accolade, as well as the Tangrams Awards and Young Spikes competitions will all take place in February 2021. In […]
Following a rigorous round of online judging by 133 industry experts, The Communications Council today announced that 88 finalists from 24 agencies on behalf of 36 clients have made it into Round Two of the Australian Effie Awards. Finalists will now compete for Effies, Australia’s only awards based on proven advertising effectiveness – across 26 […]
Integral Ad Science (IAS) today announced the launch of “Channel Science”, an industry-leading partnership between Channel Factory and IAS. The Channel Science solution helps advertisers to leverage both companies’ technologies through a single product to ensure their YouTube campaigns are brand-safe, brand-suitable, and performance-optimized. More than ever before, advertisers are searching for ways to streamline their media buying and improve […]
WPP AUNZ has launched its inaugural podcast series, led by WPP AUNZ Chief Strategy Officer, Rose Herceg (pictured). The podcast series will focus on the company’s recent thought leadership study: Secrets & Lies Chapter 4, Humanity & the Machine. Aired over the next few weeks, each discussion will take a deep dive into exploring the role […]
Westpac Group today announced it has partnered with Verizon Media’s Omnichannel DSP across its entire brand portfolio including Westpac Bank, St George Bank, Bank of Melbourne and Bank of South Australia. The new partnership gives Westpac Group access to Verizon Media’s end-to-end strategic marketing and planning capabilities including: first-party data based audience insights; full-service omnichannel […]
Network 10 is set to undergo a massive restructure, leaving a number of high-profile journalists out of a job, including Kerri-Anne Kennerley, Natarsha Belling and Tim Bailey, B&T understands. As first reported on The Sydney Morning Herald, the restructure was announced to staff on Tuesday. As part of the restructuring, the presentation of the weekday […]