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

looking for the best quality of SMM Panel ( Social Media Marketing Panel ) is a website where People Buy Social Media Services Such as Fa...

Kavin kyzal

How to manage social media during Covid-19

Read more

Thank you for sharing your knowledge. Definitely bookmarked for future reading! Check this website https://a2designlab.com/ with lots of ...

Pierce Fabreverg

Study: Gen Z are huge opportunity for brands

Read more

Thanks for sharing. You might want to check this website https://lagimcardgame.com/. An up and coming strategic card game wherein the cha...

Pierce Fabreverg

Board games distributor partners with Deliveroo in business strategy pivot

Read more

Such an important campaign, dyslexia certainly need more awareness. Amazing to see the work Code Read is doing. On the same note we are a...

Hugo

New campaign aims to build understanding around scope and impact of dyslexia

Read more

Great Job on this article! It demonstrates how much creativity, strategy and effort actually goes to produce such unique logo and brandin...

Pierce Fabreverg

Does your brand need a personality review? - Brand vision - CMO Australia

Read more

Blog Posts

Ensuring post-crisis success

The COVID-19 pandemic has exposed brands’ CX shortcomings and a lack of customer understanding. Given ongoing disruption, customer needs, wants and expectations are continually changing, also causing customers to behave in different ways. Just look at hoarding toilet paper, staple and canned food, medicinal and cleaning products.

Riccardo Pasto

senior analyst, Forrester

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Predicting the Future: Marketing science or marketing myth?

Unicorns, the Sunken City of Atlantis, Zeus: They are very famous. So famous in fact, that we often think twice about whether they are real or not. Sometimes if we talk about something widely enough, and for long enough, even the strangest fiction can seem like fact. But ultimately it is still fiction - stories we make up and tell ourselves over and over until we believe.

Kathy Benson

Chief client officer, Ipsos

Sign in