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.”
Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.
Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]
This week Nova’s Fitzy & Wippa are celebrating 10 years of their iconic radio show and plenty of famous faces have weighed in on the feat! For Fitzy & Wippa’s 10-year anniversary show they were joined by a bunch of special friends who shared their messages and favourite memories over the last decade. The guys […]
Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]
Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]
Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]