Instacart is extending its first-party retail media data to YouTube, driving more shoppable reach for its advertisers.
Select brand partners will be able to encourage consumers watching YouTube to purchase for same-day delivery. The capability builds on Instacart’s Google Shopping Ads collaboration announced earlier this year.
[RELATED: Instacart Provides Google Shopping Ads For CPG Partners]
“We’re proud to continue bringing our world-class advertising capabilities to more platforms and unlocking innovative new touchpoints to connect brands and consumers. By expanding into shoppable YouTube ad formats, we’re merging the power of video creative with our valuable first-party data and seamless shopping experience,” said Fidji Simo, CEO and chair of Instacart.
“Today’s announcement marks an important next step to make grocery shopping effortless by helping consumers more easily go from discovery to purchase.”
Clorox and Publicis Media are among the first partners to pilot the YouTube capability. Their campaigns will use Instacart’s first-party data to identify and reach high-intent consumers and receive closed-loop measurement. Viewers can click from the YouTube ads to an Instacart product page to purchase the featured items for same-day delivery.
“Clorox has been a longstanding Instacart Ads partner. We’ve been quick to test new pilot offerings, including Instacart’s shoppable video ads on their platform, because we see the value of retail media to reach our target consumers,” said Tiffany Tan, senior director, E-Commerce Growth Accelerator.
“We are excited to pilot these new Instacart-powered shoppable YouTube ads off of Instacart to test and learn alongside the Instacart team. Instacart’s first-party retail media data layered on top of our video creative will help us create engaging, shoppable ads to better reach, inspire and drive purchases from YouTube.”
