Carousel Ads Debut on Instagram

By David Cohen Comment

InstagramCarouselAdsLOrealParis650Instagram announced the launch of carousel ads last month, and launch partners Showtime, Banana Republic, Old Navy, L’Oréal Paris and Samsung showed off their uses of the advertising feature in a post on the Instagram for Business blog.

The Facebook-owned photo- and video-sharing network said the first carousel ads launched this past weekend, and more brands will join the fray “in the coming weeks.”

Details on the launch partners’ use of carousel ads follow:

Showtime: Showtime chose Instagram to raise awareness of the season-two premiere of Penny Dreadful. Each carousel ad features a key character, providing the audience with the opportunity to connect with the show in a deeper way. Showtime Networks executive vice president of program marketing, media, promotions and digital services Donald Buckley said, “The Instagram carousel expands our ability to showcase the richness and complexities of Penny Dreadful and the series’ multi-dimensional characters. As the series delves deeper into the psyches of the family, this new feature will allow us to further engage with fans.”

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Banana Republic: To showcase the diversity of its spring collection and reach new customers, the clothing retailer is focusing on one girl, Song of Style blogger Aimee Song, sharing four different looks through carousel ads. Senior VP and general manager of customer experience Aimee Lapic said, “With a carousel, our customers can discover more if they want as we spotlight some of our favorite products and share styling ideas across multiple images. Creating relevant content for our customers, while also making it easier for them to shop, is a win-win.”

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Old Navy: The clothing retailer illustrates through carousel ads the multiple ways the brand offers on-trend, affordable fashions to its younger target customer. Director of digital and social strategy Taylor Bux said, “Instagram is a distinctly visual medium, and the carousel function enables us to deliver richer, more cohesive storytelling. Additionally, the direct linking to OldNavy.com creates a seamless experience for fans to purchase the items that they love without having to hunt.”

InstagramCarouselAdsOldNavy

L’Oréal Paris: To showcase the longevity of L’Oréal’s Infallible makeup line, the brand is using the carousel format to detail the day in the life of an influential community member. Senior VP of marketing Malena Higuera said, “We are committed to empowering women to be their own makeup artist through superior products, tools, education and inspirational content. Instagram allows us to bring this mission to life in a visually compelling and beautiful way.”

InstagramCarouselAdsLOrealParis

Samsung: Samsung is leveraging the carousel ad to tell the story of the enhanced camera capabilities of the new Galaxy S6 and Galaxy S6 Edge smartphones. Each ad is a mini photography tutorial and highlights a different camera feature. Samsung Electronics head of digital Kelly Solomon said, “Instagram is a perfect platform for us to show the full potential and power of our new smartphone cameras, and with the carousel media placement, we can share the stunning camera quality of the Galaxy S6 and Galaxy S6 Edge with millions of Instagram users.”

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Readers: Have you encountered any carousel ads on Instagram yet? What did you think?

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