Instacart has announced a new collection of advertiser solutions, including brand pages and a suite of display products designed to maximize brand reach and consumer awareness for CPG brands of all sizes in the digital grocery aisles.
Ben & Jerry's, Breyers, Kidfresh, Klondike, Milton's Craft Bakers, Talenti, and Tillamook are among the first CPG advertisers to leverage Instacart Ads' new products.
Its new brand pages enable CPG brands to drive consumers to a curated, shoppable destination where they can explore the brand's product portfolio from their favorite retailers. These pages are free to create and give advertisers the flexibility to customize layouts, create product collections, and bring their brand's evergreen and seasonal storytelling to life with rich imagery and text, according to Instacart.
Advertisers can leverage unique URLs to send traffic from Instacart display ads, as well as brands' off-platform marketing campaigns, directly to a shoppable digital storefront. Consumers can take action to purchase items directly from brand pages, which show products in stock from their last-shopped retailer.
Instacart also unveiled a suite of display ads products to complement brand pages. The new display products are auction-based ads that appear throughout the shopping journey on Instacart, enabling brands to promote engaging, targeted, creative content to consumers. The new suite of display products includes banners that can be placed across discovery surfaces, from keyword search through browsing storefronts, departments, and aisles. Display ads also equip brands to reach new customers with customized targeting that is based on anonymized purchase behavior or specific keywords.
"As more people turn to Instacart to shop from their favorite retailers and discover new products, we're focused on creating unique ways to help brands engage consumers throughout their online shopping journey,” said Ryan Mayward, vice president of ad sales at Instacart, in a statement. “Our new products are part of Instacart's ongoing commitment to develop innovative advertising solutions that support brands of all sizes as they focus on driving awareness, introducing exciting new products, maximizing reach, and inspiring consumers as they browse the digital aisles.”
The new suite of display ads is now available to all advertisers. Brand pages are currently being piloted by select advertisers and will soon be available to all Instacart brand partners.
Related: Instacart to Implement Robotic Solutions; Instacart Supports Black-Owned Brands.