On Monday the social network, a Facebook company, announced it will roll out ads “in the coming months” to Canada, the U.K. and Australia. In November 2013, Instagram introduced ads in the U.S. with the fashion brand Michael Kors purchasing the first Instagram campaign.
Adidas, Levi’s, Ben & Jerry’s and General Electric have likewise all bought ads on Instagram, which are differentiated from users posts by a small “sponsored” marking in the top right corner of the ad.
The ads have delivered promising results so far, including 32-point incremental lift in ad recall across a four-brand case study released by the company. Instagram has also been able to deliver broad reach in the U.S., connecting Levi’s to 9.8 million people there over eight days, targeting people 18-35.
According to an Instagram spokesperson, the ads will only be available to select Canadian advertisers. The company plans to work with a “handful of advertisers” in Canada who are “already great members of the Instagram community.”
Like the rollout in the U.S., the introduction of ads to Instagram in Canada is expected to be slow, with some consumers starting to see ads in the third quarter of this year.
“Ads will be rolling out slowly so Instagram can evaluate each market on a case per case basis and ensure ads maintain the same experience users come to Instagram for daily,” the spokesperson said.