Instagram to introduce adverts in the UK, Canada and Australia

Instagram users in the UK, Canada and Australia will soon be targeted with adverts whilst using the photo sharing service following the successful introduction of advertising in America.

The website has amassed a user base of 200m since its launch with growth out with the US being particularly strong with an estimated 165m hailing from beyond US shores.

Assuming Twitter usage is an accurate gauge of Instagram use the UK and Canada are amongst the most important markets for Instagram, boasting as they do the first and second highest percentage ofinternet users on the platform at 27.3 per cent and 20 per cent - according to a survey by eMarketer.

Debra Aho Williamson, principal analyst, social media, eMarketer , said: "It's a logical next step for Instagram to roll out advertising in these English-speaking countries, enabling global brand advertisers to extend their Instagram efforts outside the US. Instagram has purposely been cautious about rolling out ads in the US, so I expect similar cautious and calculated programs in these countries."

Running the numbers eMarketer expects Twitter to increase its market share of UK digital ad spend from 0.7 per cent in 2013 to 1.3 per cent this year. Social network advertising as a whole is expected to increase by an even greater amount, rising by 42 per cent from £487.7m in 2013 to hit £692,5m, the equivalent of 9.8 per cent of all digital ad spending.

By way of comparison Facebook accounted for 5.6 per cent of UK digital ad spend in 2013.

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