Omnicom leads UK rollout of Instagram ads

Starbucks, Cadbury, Channel 4, Rimmel, Estee Lauder and Waitrose are to become the first brands to roll-out advertising across UK Instagram feeds.

Following a successful launch in the US late last year, sponsored photos and videos from the brands of several Omnicom Media Group agencies will begin to appear on users’ feeds, distinguishable from regular posts by having the word ‘Sponsored’ appear where the time stamp would normally be.

Users will have the option to learn more about the ads that they do like, and hide the ads that they dislike and provide feedback on what they were not keen on.

For the time being the ad roll-out will be restricted to Omnicom Group, with which Instagram signed a deal with last March for an estimated $40 million.

The photo-sharing giant began trialling adverts in the US last November after it was acquired by Facebook for $1 billion. Following the launch, the platform posted positive results for sponsored ad campaigns, with a number of big brands reaching a significant number of people through sponsored Instagram posts.

Commenting on the move, Philippa Brown, chief executive at Omnicom Media Group UK, said: “As a 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.”

Instagram launched in 2010 and currently has an estimated user base of 200 million, with 70% of users checking the platform at least once a day.