Other brands that will reportedly show 15-second auto-play video spots on the Facebook-owned site are Activision, Lancome and Banana Republic. Instagram?s move shows video?s growing importance in mobile marketing, coming on the heels of video advertising launches by Tumblr and Snapchat.

"CW has seen terrific results and engagement with both traditional still ads on Instagram and our own editorial efforts on the platform,? said Caty Burgess, vice president, media strategies with the network. 

?As a video content company ourselves, the chance to cast a wider net in a place where we know our viewers are spending time is too tempting to pass up," she said. 

CW?s ad promotes its new series, The Flash, while Disney?s promotes its movie, Big Hero 6.

?Over the past three years we?ve watched with amazement as Instagram has grown to a global community of more than 150 million people capturing and sharing the world?s moments,? Instagram?s blog said. ?We have big ideas for the future, and part of making them happen is building Instagram into a sustainable business.?

In a post on its site, Instagram said it would strive to show high-quality, engaging ads. ?You can hide ads you find less interesting by tapping the "..." button below them, and provide feedback about what didn?t feel right,? the posting said. ?This helps us improve Instagram ads over time.?

To show users ads that relate to their interests, Instagram said it would tap data it has collected about the people they follow and the photos and videos they like on its site as well as their indicated interests on Facebook.

?Everyone on Instagram will see ads from time to time whether or not they?re Facebook users, and basic information from Facebook helps create a more relevant experience,? the posting said. ?Providing feedback if you see an ad you don't find interesting will also help us show you more engaging ads over time.?

Other advertisers will include adidas, Ben & Jerry's, Burberry, General Electric, Lexus, Levi's, Macy's, Michael Kors, PayPal and Starwood, Instagram said.

?Our aim is to make any advertisements you see feel as natural to Instagram as the photos and videos many of you already enjoy from your favorite brands,? the posting said.

Instagram?s appeal to advertisers is its ability to highlight small moments that that match the rhythm of daily life.

Brands featured on an Instagram feed are part of the inner circle and become part of the daily life context of the viewer as they go about their own daily activities, according to Agathe Blanchon-Ehrsam, executive director of Vivaldi Partners? Fifth Season digital design firm.

Disney and the CW both have been leveraging mobile video to drive interest in upcoming projects.

CW?s campaign promoting the premiere of The Flash three weeks ago encouraged mobile consumers to play a game that followed a video ad and engaged with calls to action. 

Besides engaging with a rich-media end card that included a "Catch The Flash" mini-game following a video ad, users were invited to tap as fast as they could to catch The Flash on the screen and could tap to watch longer-form video from the show and add the inaugural episode?s data and time to the calendar on their mobile device. 

Spurring creativity

Marketers will be challenged on Instagram to create content that will fit with users? own meaningful, original content. At the same time, Instagram ads are expected to spur a flood of creativity.

Promoting "The Flash."

?The fact that we can push creative boundaries beyond the typical 30-second TV spot is icing on the cake,? The CW?s Ms. Burgess said.