Instacart Adds Shopability to YouTube

Instacart is extending its retail media capabilities to YouTube. Select brand partners will be able to convert consumers watching YouTube directly to purchase for same-day delivery through shoppable advertisements on the platform, said the grocery delivery platform.

Clorox and Publicis Media are among the company’s first partners to pilot the capability. 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, in a statement. “Today’s announcement marks an important next step to make grocery shopping effortless by helping consumers more easily go from discovery to purchase.”

The pilot extends Instacart’s broader retail media collaboration with Google Shopping, said Instacart. In January, the grocery delivery platform announced a partnership to deliver Google Shopping Ads for its CPG partners, leveraging Instacart’s first-party retail media data to make the process more efficient. Danone and Nestle USA were among the first to pilot the offering and are seeing promising results, said Instacart.