Google Shopping ads are now accessible to Instacart’s advertising partners, using the company’s retail media data.
With this expansion, CPG partners on Instacart – such as 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 insights on consumer shopping behavior from its catalog of more than 1.4 billion products across more than 1,400 retail banners. 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 Instacart CMO Laura Jones.
“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.”
According to Insider Intelligence, the popularity of retail media is on the rise, with U.S. 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. The growth is fueled by the strength of first-party commerce data, which allows for more effective optimization and closed-loop results.
“Retail media continues to be an important channel for our CPG clients and a core focus area for our business,” said Jason Colon, EVP and managing director of 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 news marks Instacart Ads’ continued expansion and momentum to drive growth for its CPG brand partners’ campaigns both on- and off-platform. 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.
This news follows Instacart’s recent expansion of its advertising solutions on Caper Carts, its AI-powered smart carts.
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