Yesterday Instagram officially launched its advertising service in the UK through a partnership with Omnicom Media Group. Users will now see sponsored photos and videos on their Instragram feeds, identified with a sponsored label – but otherwise similar to other photos and videos users see in their feed. Seven brands managed by Omnicom Media Group agencies Manning Gottlieb OMD, OMD, M2M and PHD have become the first to roll out ads in users’ Instagram feeds. Some of the first ads in users’ Instagram feeds are brands such as Starbucks, Cadbury, Channel 4, Rimmel, Estee Lauder and Waitrose. Users are able to assert some control over the ads by being be able to hide the ones they do not like, and provide feedback about what they didn’t feel was right. The comments on the Instagram ads will be moderated and inappropriate comments will be hidden.
Commercial activity on Instagram will be restricted to Omnicom Media Group brands
During the next few weeks, commercial activity on Instagram will be restricted to Omnicom Media Group brands following a deal valued at up to $100 million (£61 million) in annual spend in March 2014. The company views its potential not as a direct response vehicle, but more as "a brand-building platform".
In partnership with Instragram, "the forward-looking organisation with a focus on creativity, Omnicom Media Group UK is proud to be the first mover agency as Instagram launches its advertising offer in our market, and we’re looking forward to helping our clients optimise the creative and strategic opportunities that this new form of brand storytelling delivers." said Philippa Brown, Chief Executive at Omnicom Media Group UK. The Vice-President of Marketing and Category at Starbucks EMEA, Ian Cranna, added "We remain committed to being at the forefront of digital innovation, so it’s great to partner with Instagram on this launch, enabling us to reach more of our customers in genuine ways and via such a relevant platform."
Instagram Ad by Waitrose
Rupert Ellwood, Head of Marketing Communications at Waitrose, said: "We know our customers enjoy sharing their love of food. Instagram is where people go to capture and share moments so it is the perfect place for us to engage the community around our love of food #LoveFood."
"We’re looking forward to helping our clients optimise the creative and strategic opportunities that this new form of brand storytelling delivers."
The new service provided by Instragram, which was acquired by Facebook in 2012, will play a key role in creating the right brand experience and the brands will now be able to capture moments more than the product. Photos and videos will capture users in a new way as the consumers are shifting towards visual communications via their mobile devices.
The launch of Instagram ads in the UK follows the November rollout in the US, and further launches are planned in Australia and Canada in the coming weeks.
