Instagram inked a $100 million deal with Omnicom today. The platform’s first partnership with an ad agency means more Instagram ads from Omnicom Media Group clients, possibly ones that run as part of multichannel media campaigns.
Instagram’s partnership with an ad agency makes sense. Our Intelligence Report: Instagram, released last month, shows the visual platform as a ripe place for brands to induce affinity. Filters and good-looking visuals create the feel of a high-end mall, and it’s no accident that Instavideos are 15 seconds long – the minimum length for a TV commercial. Overall, Instagram triggers 15x the engagement of Facebook.
Brands such as Michael Kors, Lexus, Levi’s and Ben & Jerry’s have already purchased and run Instagram ads with stellar results. The first Lexus ad led to 10,000 new followers in a day, 50x the daily average. The first Michael Kors increased the brand’s followers by 370% in the first 18 hours. Partnering with an ad agency with the means to integrate Instagram into print and TV campaigns can create even more astonishing results. Ad agencies seem to know this too. Another one, Publicis’ MediaVest is rumored to be in talks with Instagram.