Instacart Ads Continues Off-Platform Expansion with
Google Shopping Ads
Danone's Oikos, Kraft Heinz's Kraft, Lunchables, Oscar Mayer, and Philadelphia, and Publicis Media Among First
to Pilot New Google Shopping Ads with Instacart's Retail Media
Data
SAN
FRANCISCO, Jan. 9, 2024 /PRNewswire/ -- Instacart
(Nasdaq: CART), the leading grocery technology company in
North America, and Google, today
announced Google Shopping ads are now accessible to Instacart's
advertising partners, leveraging the company's retail media data.
With this expansion, CPG partners on Instacart, including Danone's
Oikos, Kraft Heinz brands: Kraft, Lunchables, Oscar Mayer, and Philadelphia, as well as Publicis Media's CPG
clients can activate Google Shopping ads, powered by Instacart's
first-party retail media data and closed-loop insights, to reach
high-intent consumers searching on Google and get their products
into consumers' hands in as fast as an hour.
Instacart offers unique, rich insights on consumer shopping
behavior from its massive catalog of more than 1.4 billion products
across more than 1,400 retail banners. Google Shopping ads,
featuring the CPG brands available on Instacart, can now scale to
consumers who are shopping across Google more than a billion times
a day.1 With Instacart-powered Google Shopping ads,
those consumers will be able to see ads for participating brands'
products as they search and click to complete their shopping
journey on Instacart with the convenience of getting their products
delivered with same-day delivery.
"Instacart's closed-loop platform and first-party retail media
data are critical differentiators for CPG brands. Today, our team
works with more than 5,500 brand partners to help them grow their
businesses and drive incremental sales. With our collaboration with
Google, we're now able to layer our valuable retail media data over
Google Shopping ads' capabilities to enhance audience signals for
our CPG partners' campaigns off of Instacart," said Laura Jones, Chief Marketing Officer of
Instacart. "Over the last year, we've extended the power of
Instacart Ads off-platform with a number of partners and now we're
enabling our brand partners to reach the right audience while they
search on Google and seamlessly drive them to purchase on
Instacart. Every marketing dollar counts in today's macroeconomic
environment and we're pleased with the early pilot results – from
return on ad spend to 'new-to-brand' sales – that we're delivering
for our partners."
"Danone is excited to participate in this pilot alongside
Instacart to test new digital solutions with our partners, and
continue to effectively utilize retail data to positively impact
our health-driven brands," said MK Woltz, Director Media
Connections at Danone. "We'll be interested to see the performance
of this new ad solution that can hopefully enable a best-in-class
consumer journey to purchase our brands directly from their search
query."
"Retail media continues to be an important channel for our CPG
clients and a core focus area for our business," said Jason Colon, EVP, Managing Director, Retail
Media at Publicis Media. "Our agencies are constantly looking for
innovative solutions that drive new levels of scale and client
value. We look forward to testing these new Instacart-powered
Google Shopping ads, which unlock a new way for our clients to
engage with consumers, seamlessly drive them to purchase, and
provide closed-loop measurement to demonstrate results."
The popularity of retail media is on the rise, with US digital
retail media ad spend expected to double from $46 billion in 2023 to an estimated $109 billion in 2027 – anticipated to be larger
than connected TV, digital audio, and linear TV combined (Insider
Intelligence). The growth is fueled by the strength of first-party
commerce data, which allows for more effective optimization and
closed-loop results.
Today's news marks Instacart Ads' continued expansion and
momentum to drive growth for its CPG brand partners' campaigns both
on- and off-platform. Whether brands are utilizing search, social,
programmatic, CTV, or linear TV, Instacart is committed to driving
more performant and measurable outcomes through the power of its
retail media data. Over the last 18 months, Instacart has built out
its full-funnel tool kit of advertising solutions with new ad
formats and features such as: pop-ups, shoppable video, promotions,
and impulse, as well as new measurement capabilities, helping brand
partners grow and prove the value of Instacart Ads. On average,
Instacart Ads deliver more than 15% incremental sales lift, and in
some cases twice that, for brand partners2.
About Instacart
Instacart, the leading grocery technology company in
North America, works with grocers
and retailers to transform how people shop. The company partners
with more than 1,400 national, regional, and local retail banners
to facilitate online shopping, delivery and pickup services from
more than 80,000 stores across North
America on the Instacart Marketplace. Instacart makes it
possible for millions of people to get the groceries they need from
the retailers they love, and for approximately 600,000 Instacart
shoppers to earn by picking, packing and delivering orders on their
own flexible schedule. The Instacart Platform offers retailers a
suite of enterprise-grade technology products and services to power
their e-commerce experiences, fulfill orders, digitize
brick-and-mortar stores, provide advertising services, and glean
insights. With Instacart Ads, thousands of CPG brands – from
category leaders to emerging brands – partner with the company to
connect directly with consumers online, right at the point of
purchase. With Instacart Health, the company is providing tools to
increase nutrition security, make healthy choices easier for
consumers, and expand the role that food can play in improving
health outcomes.
For more information, visit www.instacart.com/company, and to
start shopping, visit www.instacart.com.
1Google Internal Data, Global,
2023
2Based on internal tests run across all
brand partners using our Sponsored Product ads offering in the
quarter ended June 30, 2023 and
individual tests run for select brands or types of brands..
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SOURCE Instacart