Google Shopping ads are now accessible to Instacart’s advertising partners, which can leverage Instacart’s retail media data. This means that CPG advertisers that work with Instacart can now activate Google Shopping ads powered by Instacart’s first-party data and closed-loop insights to reach consumers searching for products on Google.
Instacart offers insights on consumer shopping behavior from its catalog of more than 1.4 billion products across over 1,400 retail banners. With this integration, Google Shopping ads featuring CPG brands available on Instacart can now scale to reach consumers who are shopping across Google. Those customers will then be able to click to complete their shopping journey on Instacart.
“Instacart’s closed-loop platform and first-party retail media data are critical differentiators for CPG brands,” said Laura Jones, Chief Marketing Officer of Instacart in a statement. “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.”
At launch, a range of CPG brands have signed up to test the new integration, including Danone’s Oikos brand, the Kraft Heinz brands Kraft, Lunchables, Oscar Mayer and Philadelphia, as well as Publicis Media’s CPG clients.
“Danone is excited to participate in this pilot alongside Instacart to test new digital solutions with our partners and continue to effectively utilize retail data to positively impact our health-driven brands,” said MK Woltz, Director, Media Connections at Danone in a statement. “We’ll be interested to see the performance of this new ad solution that can hopefully enable a best-in-class consumer journey to purchase our brands directly from their search query.”
The new partnership is part of Instacart Ads’ continued expansion of advertising capabilities, both on- and off-platform. Over the last 18 months, Instacart has built out its full-funnel toolkit of advertising solutions with new ad formats and features such as pop-ups, shoppable video, promotions and impulse, as well as new measurement capabilities. Earlier this week Instacart also announced that it was bringing advertising to its Caper Carts smart shopping carts for in-store shoppers.
“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,” added Jones. “Every marketing dollar counts in today’s macroeconomic environment, and we’re pleased with the early pilot results that we’re delivering for our partners.”
To learn more about retail media, check out our full guide here.