Instagram Signs $100m Deal with Omnicom

InstagramFacebook’s Instagram platform has signed its first ad deal, raking in a reported $100m (£59.8m) from Omnicom Media Group.

Instagram trialled its first ad in November with Michael Kors and released results in December. The company said the test campaigns delivered ‘the broad reach our advertisers were seeking’, with an average 32-point incremental lift in ad recall for people who were repeatedly exposed to each campaign and a 10-point lift in brand message awareness.

Ads, which could include video, a function added to the platform in June, will now appear in Instagram users streams from agencies within the Group, including DDB, BBDO and TBWA/Chiat/Day. Clients include some of the worlds biggest brands, like Coca Cola and AT&T.

Instagram, bought by Facebook in 2012 for $715m, has 150m active users.