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

Blog Posts

Putting the ‘human element’ back in marketing

During the recent CMO Momentum conference, Paul Mitchell shared how marketing leaders can create cultures that deliver

Paul Mitchell

Managing director, The Human Enterprise

The rise and rise of voice search

In 1982, an AT&T employee by the name of Plotzke predicted the rise of voice: “In fact, it has been predicted that, by 1990, well over half the communications dollars spent by businesses will be for products and services that include voice technologies.

Michael Jenkins

Founder and director, Shout agency

Is design thinking the answer for the next generation of marketing?

The speed and pace of change will never be slower than we’re experiencing today. So in this era of unprecedented change, how can brands meet soaring consumer expectations, stay relevant and deliver differentiated and connected experiences?

Merryn Olifent

Senior consultant, G2 Innovation

DP Apparel bietet große Auswahl Audi Rennbekleidung in Deutschland zu den besten Angeboten. Das Geschäft bietet auch qualitativ hochwerti...

DP apparel

Audi Australia gets a new CMO

Read more

this is a really great news

Vincent Mouton

Mobile-first banking startup showcases fresh brand identity

Read more

Prozac is the brand name of fluoxetine, a prescription drug used to treat depression obsessive-compulsive disorder, and panic disorder. B...

jenson smith

CMO's top 8 martech stories for the week - 19 July 2018

Read more

I have been suffering from (HERPES) disease for the last two years and had constant pain, especially in my knees. During the first year, ...

Steven Kizzy

KPMG Australia appoints ex-Publicis leader as head of brand strategy

Read more

When they say they had to much focus on traditional media, this is code for very bad creative, and very bad category strategy, Clearly th...

Rob

iSelect outlines new approach to arrest ineffective marketing as its reports full-year results

Read more

Latest Podcast

More podcasts

Sign in