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Instagram inks $100mn ad deal with Omnicom
MUMBAI: Facebook-owned mobile photo sharing platform Instagram has inked its first deal with advertising agency Omnicom. The one-year deal is expected to see Omnicom spend approximately $100 million on Instagram ads for its clients.
The agreement will also let brands that work with Omnicom show promotional videos and pictures to Instagram users. The move comes five months after Instagram rolled out its first official ads on the photo and video-sharing service, and is seen as a push from Facebook to start earning from the photo service platform. Although reports state that Publicis Groupe’s Starcom MediaVest Group is also in talks with Instagram, the company officials refused to comment on it.
The mobile photo-sharing platform has been cautious with its efforts to monetise. Select brands and their agency partners are currently able to buy photo/video-based ads that appear in a user’s stream, but the ads have to meet Instagram’s stringent quality standards. In a statement, Instagram director market operations Jim Squires said, “Omnicom shares our passion for and understanding of the mobile Instagram community. Along with their clients, they’ll help to continue to set a high bar for creative work that inspires people.” Omnicom’s group of advertising businesses includes BBDO Worldwide, TBWA Worldwide and DDB Worldwide Communications Group.
Instagram’s advertising strategy will continue to involve displaying a limited number of high-quality images or videos from brands that already have a strong presence at Instagram. Its current portfolio of advertisers includes Adidas, Lexus, PayPal, Burberry and Ben & Jerry’s ice cream.
Earlier in 2012, Facebook had bought Instagram for more than $700 million.
Instagram inks 0mn ad deal with Omnicom | TelevisionPost.com
MUMBAI: Facebook-owned mobile photo sharing platform Instagram has inked its first deal with advertising agency Omnicom. The one-year deal is expected to see Omnicom spend approximately $100 million on Instagram ads for its clients.
The agreement will also let brands that work with Omnicom show promotional videos and pictures to Instagram users. The move comes five months after Instagram rolled out its first official ads on the photo and video-sharing service, and is seen as a push from Facebook to start earning from the photo service platform. Although reports state that Publicis Groupe’s Starcom MediaVest Group is also in talks with Instagram, the company officials refused to comment on it.
The mobile photo-sharing platform has been cautious with its efforts to monetise. Select brands and their agency partners are currently able to buy photo/video-based ads that appear in a user’s stream, but the ads have to meet Instagram’s stringent quality standards. In a statement, Instagram director market operations Jim Squires said, “Omnicom shares our passion for and understanding of the mobile Instagram community. Along with their clients, they’ll help to continue to set a high bar for creative work that inspires people.” Omnicom’s group of advertising businesses includes BBDO Worldwide, TBWA Worldwide and DDB Worldwide Communications Group.
Instagram’s advertising strategy will continue to involve displaying a limited number of high-quality images or videos from brands that already have a strong presence at Instagram. Its current portfolio of advertisers includes Adidas, Lexus, PayPal, Burberry and Ben & Jerry’s ice cream.
Earlier in 2012, Facebook had bought Instagram for more than $700 million.
Instagram inks 0mn ad deal with Omnicom | TelevisionPost.com
