Over the past four weeks Omnicom Media Group has launched and delivered the first two Instagram self-serve advertising campaigns in the Australia market, for OMD clients McDonald’s and Qantas.
The McDonald’s campaign was the first Instagram self-serve campaign delivered outside of North America. Launching with immersive placement of video ad formats, overlaid with Facebook targeting signals, it delivered strong cost per view efficiencies.
Qantas followed by testing the waters with Mobile App Install ad formats. By supplying creative content to drive installs and targeting relevant customers who would benefit from using the app on Android or iOS devices they have been able to drive efficient results very early on in the campaign.
As one of the fastest growing social networks, Instagram delivers high impact placements targeting the right audiences in a space where they spend a huge amount of time, with the majority of the audience logging in via mobile.
Accuen, a wholly owned Omnicom Media group business unit housing media acquisition platforms; have been working closely with Instagram to test all available advertising formats and functionalities, and expect to see major developments in the product offering and analytics functionalities over Q4.
Paul Shepherd, managing director of Accuen ANZ commented, “This is key example of innovative work delivered on behalf of clients which illustrates the great working relationship we have with our clients and partners, McDonald’s, Qantas, Instagram and Sales Force.”
Shepherd continues “We have seen mass interest from clients across the group on how they can utilise Instagram moving forward as part of their digital strategies. It is great credit to our social marketing specialists Lucine Keverian and her team, who continue to deliver ground breaking expertise for our clients in this emerging media channel”.
Sophie Blachford. brand development lead, Instagram Australia and New Zealand commented, “It's a really exciting time for Instagram ads in Australia. We've spent the last 10 months working with clients to establish Instagram as a strong platform that drives branding success at the top of the funnel. With the Instagram ads API being enabled this will now help us make ads more relevant to the community, serve more diverse business objectives and make buying on the platform easier for advertisers.
“OMD, Accuen, Qantas and McDonald’s have brought great experience into this beta phase new world of Instagram advertising. They are already gaining learnings testing some of the new action oriented formats, layering on Facebook targeting options such as geo location by State or custom audiences, and along with Salesforce are a key component in the evolution of ads on the platform as we look to a wider roll out in the comings weeks and months.”