Must-See Marketing: Instagram gets a new kind of ad

Plus, a side-by-side PSA comparison about sexual assault and ads with celebrities were a big hit on YouTube in February

A weekly digest of the most important stories and ideas in advertising and media, from our colleagues at Marketing.

This week in Ads You Must See:

Other items of note from Marketing:

Advertisements have slowly been appearing on Instagram users feeds, and now the social media giant is adding a new feature for advertisers to reach potential consumers. Instagram announced that it’ll be introducing “carousel ads,” which will provide a place for magazine-style multi-page galleries. Here’s how Marketing’s Dan Taccone described the new service:

Instagram announced the arrival of its “carousel ads”– a slideshow advertisement format being sold on a CPM basis that allows brands to showcase a gallery of photos to consumers, without crowding their photo feed. Users simply swipe left if they want to continue exploring the brand’s photos, eventually arriving at another new feature: a clickable “Learn More” tab.

Read more here.

Aeroplan is getting personal with members by using data to create more tailored communications.  The travel rewards program launched a “goal setter” campaign with a dedicated microsite that’s inviting Aeroplan’s roughly 5 million members “to enter three specific goals for how they would like to redeem their rewards miles,” writes Marketing’s Chris Powell.  Two of the goals must be around travel, while the third has to be focused on a specific merchandise reward.  Aeroplan has said the program is designed to collect member data so that it can be used for more tailored marketing communications in the future. For instance, if somebody specifies they want to travel to London, England in June with their friends, Aeroplan can start sending promotional initiatives to help the customer meet their objectives.

Read more here.

Finally, Canada’s hottest ads on YouTube for the month of February were “feeling the glow of the Super Bowl,” writes Marketing’s Jeromy Lloyd.  Based on the latest data from Google—which released the YouTube Canada Ads Leaderboard for the month, and tracks the most-watched ads on YouTube within Canada—advertisements with celebrities, including Taken franchise star Liam Neeson, were garnering large view counts. Jane Murray and Mark Mason, creative leaders from Toronto agency Lowe Roche, explain why the two ads did so well, but how they differ in their quality and strategy.

Watch the video here.