Omnicom Media Group has unveiled the first Instagram self-serve ad campaign in Australia with McDonald's and Qantas being the first to jump on board.
The self-serve function allows brands to use Facebook's ad buying interfaces to buy Instagram ads and was announced by the social media network in June.
Over the last four weeks OMG has launched and delivered two Instagram campaigns using the service, with McDonald’s work being the first self-serve campaign delivered outside of North America.
Omnicom-owned media acquisition platforms unit Accuen has been working closely with Instagram to test all available formats.
Accuen ANZ MD Paul Shepherd said: “We have seen mass interest from clients across the group on how they can utilise Instagram moving forward as part of their digital strategies.”
Instagram Australia and NZ brand development lead Sophie Blachford said the changes to the Instagram ad buying service builds on the strong offering it has created through the first 10 months of working with clients, since Instagram ads were unveiled in Australia.
“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,” Blachford said.
“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.”
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