Marks Newest Extension of Off-Platform
Partnerships Where Consumers can Seamlessly Purchase Products from
YouTube Ads
SAN
FRANCISCO and CANNES,
France, June 17, 2024 /PRNewswire/ -- Instacart
(Nasdaq: CART), the leading online grocery platform in North America, today announced that it is
extending its first-party retail media data to YouTube, driving
even more shoppable reach for its advertisers. Select brand
partners will be able to inspire and convert consumers watching
YouTube directly to purchase for same-day delivery. The new
capability builds on Instacart's successful Instacart-powered
Google Shopping Ads collaboration announced earlier this year.
Instacart-powered shoppable YouTube ads will help select brands
turn their YouTube ads into instantly shoppable experiences powered
by Instacart's retail media technology and fulfillment network.
Clorox and Publicis Media are among Instacart's first partners to
pilot the capability. Pilot partners' shoppable video campaigns on
YouTube will leverage Instacart's first-party data to identify and
reach high-intent consumers, and receive closed-loop measurement.
Viewers can click directly from these YouTube ads to an Instacart
product page to purchase the featured items for same-day
delivery.
"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," 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 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, eCommerce 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."
"Retail media networks are a meaningful channel for our CPG
clients because of their high-intent audiences at the point of
purchase," said Joel Lunenfeld,
Chief Executive Officer at Publicis Media Exchange (PMX). "We look
forward to piloting these new shoppable ads to help our clients
power greater connected commerce experiences for their customers
and reduce the path to purchase. This is another powerful retail
media capability we can provide clients that delivers rich, first
party data and fulfillment capabilities that can be scaled,
ultimately helping them grow their business."
This YouTube pilot extends Instacart's broader retail media
collaboration with Google Shopping. This January, Instacart
announced a new partnership to deliver Google Shopping Ads for its
CPG partners, leveraging Instacart's rich, first-party retail media
data. Brands including Danone and Nestle USA were among the first to pilot the new
offering and are seeing promising results that validate the power
of using retail media to make campaigns more performant beyond
Instacart's own platform. Instacart's AI-powered merchandising
combines nutritional preferences, past purchases and real-time
trend data to engage high-intent consumers across Google's
properties and facilitate purchases on Instacart.
According to Nielsen's Gauge, YouTube dominates total share of
streaming and TV watch time. A recent Google/TalkShoppe study found
YouTube is the #1 platform consumers use to research products and
make purchase decisions, with viewers watching over 30 billion
hours of shopping-related content in 2023.
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 1,500 national,
regional, and local retail banners to facilitate online shopping,
delivery and pickup services from more than 85,000 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.
For anyone interested in becoming an Instacart shopper, visit
https://shoppers.instacart.com/.
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SOURCE Maplebear Inc. dba Instacart