A month after Instagram announced that it would open up its ads API for advertisers, the platform has announced it will enable advertisers on the platform in India. Instagram will offer a new suite of features, including more action-oriented ad formats, landscape images and videos, and the ability to reach the right group, leveraging Facebook's proven ad management technology.
From this month, the Instagram community in India will gradually see ads appear from launch partners including Gillette, Kit Kat, Paper Boat and TRESemmé.
Instagram is making ads available in more than 30 additional countries, followed by full global availability at the end of the month. The Facebook-acquired platform first unveiled its ads product back in November of 2013, and has been rolling out ads slowly to eight countries since.
“Instagram has proven to be a powerful canvas for advertisers and people who want to be inspired, with the ability to shift metrics that marketers care about. With one in five mobile minutes spent on Instagram and Facebook (Nielsen Mobile Netview, June 2015), advertisers and people want ways to learn more, see more or even buy a product from their favorite brands or neighborhood restaurant,” said Kirthiga Reddy, Managing Director, Facebook India.
“Instagram advertising will be made available to any advertiser, large or small, in India from this month. We’re excited to open up new options that enable advertisers to communicate their creativity and achieve their business objectives on Instagram,” Reddy said.
With technology that leverages the best of Facebook's ads infrastructure, it's now easy for advertisers on Instagram to target their message more effectively and reach people based on what they care about.
“Advertisers also have access to new ad formats that help them achieve a variety of objectives, allowing people to learn more about something that interests them or even shop for a product, right from Instagram,” Reddy pointed out.
Over the past few months, Instagram has been working to make ads on Instagram available to more types of businesses on a self-serve basis.
“Businesses of all sizes have been testing these new capabilities this summer with positive results, and we're seeing significant demand, particularly in areas like e-commerce, travel, entertainment and retail. We're thrilled to see what brands can achieve in the months ahead using Instagram as their creative canvas,” she added.
Sonali Dhawan, Brand Director, P&G India, said, “Gillette ProglideFlexball, the latest from Gillette, is at the cutting edge of innovation and technical precision. Instagram is the perfect platform to engage with millions of passionate consumers who look for inspiration and discover new trends. As a new mobile advertising product, we believe that Instagram is a natural match to build brand engagement amongst our key audience in a visually creative manner that brings to life what Gillette ProglideFlexball has to offer. "
Chandrasekar Radhakrishnan, Head of Communications and eCommerce, Nestle India, said “Nestlé brands engage with consumers across touch points that are meaningful to them. We are therefore happy to partner with Instagram, because it is a platform for creative visual storytelling and provides a unique opportunity for our campaign KIT KAT #mybreak, to celebrate ‘breaks’.”
Neeraj Kakkar, CEO-Founder, Hector Beverages, said, “Instagram reminds us of the time when we used to spend hours under the old cupboard browsing through our dusty old ‘ albums’ which was a beautiful collection of memories. Instagram, in a sense, is a repository of Paper Boat’s stories. We are thrilled to partner with Instagram on their quest to expand this platform for brands and users. Our office dogs have been our muse on Instagram for the longest and this time we took a detour and we plan to showcase a strong lip-smacking aspect of our brand. We just hope “Hector & Beverages” don’t mess the images with their muddy paws and excessively cute looks.”
Gaurav Jeet Singh, Head of Media Services India & South Asia, Unilever, said, “Unilever brands have always been on the cutting edge of leveraging digital platforms to drive consumer insight and consumer action. Instagram has been gaining traction in India and we have been early adopters of the platform. Instagram is helping TRESemmé tell compelling brand stories visually and with extensive reach in the brand’s target audience, something that Instagram is uniquely positioned to deliver.”