Instagram rolls out ads in Australia

Social media site's Australian brand advertisers includes Vegemite, Tourism Queensland, Flight Centre and Audi

Instagram has begun rolling out its advertising platform to Australian users 12 months after the social media site launched its inaugural offering in the US.

The company announced a host of iconic Australian and global brands as the first takers for local Instagram ads including Tourism Queensland, Flight Centre, Ben & Jerry’s, Toyota, McDonalds, Lenovo, Audi, and Mondelez International brands, Vegemite and Philadelphia Cream Cheese.

As previously reported, Instagram will roll out ads slowly across the platform, a move it says allows it to spend more time ensuring ads suitably the look and feel of the social site. The ads incorporate both photo and video-based content and are marked with a sponsor’s label.

Instagram also began rolling out ads in the UK last month, attracting a range of brands including Starbucks, Cadbury, Channel 4, Rimmel London and Waitrose. Users can choose to hide ads and provide feedback on the ads.

News Corp sees Instagram as threat in fight for consumer eyes

In a statement, director of digital marketing and Tourism and Events Queensland, Chris Chambers, said the Instagram platform was an opportunity to expand its reach, build advocacy, and influence travel decisions made by the millions of consumers using the social network.

“Instagram is the perfect platform to showcase Queensland’s holiday credentials, allowing fans to share authentic images in real time,” he said.

Mondelez president of cheese and grocery for Asia-Pacific, Darren O’Brien, said working with Instagram was part of the company’s efforts to diversify and modernise its media buying activities.

Read more: Yahoo7 the new sales agent for digital advertising at ASX

Marketing innovation depends on cultural transformation: Cadbury, Oreo media chief

“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,” he said.

“This Vegemite partnership with Instagram is an organic evolution of our approach to media – innovation and authenticity – recognising that this medium is at the forefront of driving brand engagement.”

Audi Australia general manager of marketing, Kevin Goult, said Instagram was complementary to its core brand pillars of innovation and progressive design and had already proven a successful channel.

“Partnering with Instagram for the launch of its advertising platform gives Audi the opportunity to be innovative with its marketing,” he said. “ Digital is fast-faced and ever-changing so for Audi to stay ahead of the curve is an important aspect of what we call ‘Vorsprung durch Technik’.”

Instagram is already claiming strong results for brands advertising on the platform. Three months after its US launch, the company released details on the effectiveness of the first four brand campaigns on its site undertaken by Ben & Jerry’s and Levi’s.

The company report a 10-point incremental life in brand message awareness per campaign for all four activities based on people who were repeatedly exposed to the campaigns versus control groups, and a 32-point lift in ad recall.

In total, it claimed Levi’s reached 7.4 million people in the US across a nine-day period in its target 18-34 years age group, while Ben & Jerry’s reached 9.8 million people over eight days in its 18-35 years target demographic.

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Invest and earn with Coinbloc .us. Guaranteed Weekly ROI, early signals, fast withdrawals among others. I recommend Coinbloc .us as on...

Hans Jensen

Explainer: What marketers need to know about cryptocurrency

Read more

Investment decisions are a big deal, so why not get some guidance? You can day-trade cryptos, BUY and HOLD and evaluate the assets with f...

Dave Sigurd

Gartner: Digital isn't enough of a superpower for CMOs anymore

Read more

I normally don’t feel comfortable investing online but because the company I worked for downsized due to the pandemic and I was one of th...

Dave Sigurd

CMO's top 8 martech stories for the week - 9 June 2022

Read more

Investment decisions are a big deal, so why not get some guidance? You can day-trade cryptos, BUY and HOLD and evaluate the assets with f...

Dave Sigurd

Creating a marketplace for wellness

Read more

A solution for an retail industry data extraction. https://e-scraper.com/usefu...

"e-Scraper" Data Extracting

​Catchoftheday launches fee-based online shopping club

Read more

Blog Posts

2 hidden ingredients for leadership success CMOs need to know

Your success as a senior marketing professional has much in common with your success as a leader. Both marketing, and leadership activities, depend on building trust, encouraging action, and reliably fulfilling promises that have been made.

Gerard Penna

Leadership advisor, coach

How shifting economic trends are impacting digital media

Between further interest rate rises, inflation​, empty shelves, extortionate lettuce prices, supply chain issues and the barely believable events in Eastern Europe, the past six months there’s been a cacophony of environmental factors.

Kieran Reed

Senior digital manager, Alpha Digital

5 ways to turn imposter syndrome into confidence and conviction

Imposter syndrome. That feeling others will discover you are actually not as good as they expect, and at any point you will be exposed and ridiculed as a fraud. If you can relate to this, then you are not alone.

Rowena Millward

Author, consultant

Sign in