INSTACART ANNOUNCES NEW CPG BRAND PAGES AND SUITE OF DISPLAY AD PRODUCTS, DELIVERING COMPLETE MARKETING CAPABILITIES TO BRANDS
Instacart’s new brand pages allow CPG brands to drive consumers – both on and off Instacart – to a curated, shoppable destination where the consumer can explore the brand’s product portfolio from their favorite retailers. Brand Pages are free to create and give advertisers the flexibility to customize layouts, create product collections, and bring their brand’s persistent, seasonal storytelling to life with rich images and text. Advertisers can leverage unique URLs to send traffic from Instacart display ads as well as brands’ off-platform marketing campaigns, directly to a buyable digital storefront. Consumers can take action to purchase items directly from brand pages, which display in-stock products from their latest retailer.
Instacart also unveiled a new suite of display ad products to complement branded pages. New Display Products are auction-based advertisements that appear throughout the shopping journey on Instacart, allowing brands to promote engaging, targeted and creative content to consumers. The new suite of display products includes banners that can be placed on discovery surfaces – from keyword search to storefront, aisle and aisle navigation. Display ads also allow brands to reach new customers with personalized targeting based on anonymized shopping behavior or specific keywords.
“We know how consumers shop on Instacart varies. Some people head straight to a specific aisle to browse, and some start with the ‘Buy It Again’ carousel displayed on the storefront to get their ‘favorite’ items. , while others have a list of items already in mind or could use the search function to find inspiration,” said Ryan Mayward, vice president of advertising sales at Instacart. “As more and more people turn to Instacart to shop at their favorite retailers and discover new products, we’re focused on creating unique ways to help brands engage consumers throughout their journey. Our new products are part of Instacart’s ongoing commitment to developing innovative advertising solutions that support brands of all sizes as they focus on raising awareness, introducing exciting new products, maximizing reach and inspiring consumers as they walk the digital aisles.”
Brand Pages and Display Ads will both be available in the Instacart Ads self-service portal, Ads Manager, and will provide reporting to give brands visibility into anonymized and independent retailer information, shopping behaviors and tendencies. Ads Manager helps brands identify their advertising goals, set custom budgets and schedules, control their content, and manage sponsored product bidding at the campaign level. New features and tools now available in Ads Manager include daily budgeting capabilitiescontrol of product content via Library Managerand enterprise data on demand via Knowledge of the customerall accessible in a self-service portal.
“Tillamook is committed to building meaningful connections with food lovers across the country and the Instacart brand page provides a platform to promote seasonally relevant products and content. We look forward to learning and growing with Instacart Ads over the coming year,” said Emilie WaleSenior Manager of Shopper Marketing and eCommerce at Tillamook.
“As we have grown, Instacart Ads have been an integral part of our retail marketing strategy, both to promote our customer-favorite line of crackers and to introduce our newest product – the Crust Pizza. Our products have mostly been in the snack aisle so moving into a new category, frozen food, meant we had to engage with customers and make sure they knew where to find our pizza. in all retailers where our pizzas are available, including our most recent expansion to Albertsons, Vons and Safeway,” said Erica Reilly, Head of Digital Engagement, Milton’s Craft Bakers. “We are extremely pleased with the results achieved so far and look forward to continued success with Instacart Ads as they help us do what we do best: share the joy of eating well together.”
“Founded by parents, Kidfresh creates versions of children’s favorite classic foods with healthy, quality ingredients. As an emerging children’s frozen food brand, gaining awareness and introducing themselves to new audiences is a priority. key. Instacart Ads parents and millennial families that we create these products for. By leveraging Instacart Ads new display products, we were able to drive household penetration and increase our sales,” said Lindsay KadenVP of Marketing and Innovation, Kidfresh.
The company’s flagship Sponsored Products offering, combined with the new brand pages and display product suite, provides brands on the Instacart marketplace with comprehensive marketing capabilities with unique information, scale and reach on consumers. Instacart now offers self-service and managed advertising services for over 4,000 CPG brands. Instacart also partners with industry leaders API Partners who have built campaign management and optimization applications using the Instacart Ads API.
The new display ad suite is now available to all advertisers. Brand Pages are currently being tested by select advertisers and will soon be available to all Instacart brand partners.
To learn more and connect with the Instacart Ads team, visit ads.instacart.com
Instacart is the leading online grocery platform in North America. Instacart shoppers offer same-day delivery and pickup services to bring fresh groceries and daily necessities to busy individuals and families across the United States and Canada. Instacart has partnered with over 700 beloved national, regional and local retailers, including single brand names, to deliver from over 65,000 stores in over 5,500 cities across North America. Instacart’s platform is available to over 85% of US households and 90% of Canadian households. The company’s cutting-edge enterprise technology also powers the e-commerce platforms of some of the world’s largest retail players, supporting their websites, apps and white-label delivery solutions. Instacart offers an Instacart Express subscription which includes reduced service fees and unlimited free shipping on orders over $35. For more information, visit www.instacart.com. For anyone interested in becoming an Instacart shopper, visit https://shoppers.instacart.com/.