Instacart launches new inspiration-focused ad solutions
Instacart is partnering with CPG brands to deploy a new advertising solution on the platform.
The delivery app’s new ad solutions promote product discovery through recipes, occasions and bundles, leading Instacart users to find inspiration for new cooking ideas. Brands can pair their own products across different categories in their portfolio as well as with other brands to effectively merchandise around a theme or seasonal moment.
The new suite of Instacart merchandising solutions includes:
- Recipes: Visual ad units with meal ideas to inspire consumers featuring branded and complementary products – like finding a recipe for chicken pot pie while shopping for chicken, helping to feature a pastry dough brand.
- Occasions: Curated collections that encourage cross-aisle exploration and discovery around specific themes or moments, like essentials for the perfect charcuterie board or summer barbecue supplies.
- Bundles: Strategic product pairings that allow consumers to quickly build a basket, like featuring laundry detergent, fabric softener and dryer sheets together.
[READ MORE: Schnuck Markets streamlines picking for Instacart shoppers]
As an example of the new features’ effectiveness, Instacart says a consumer searching the produce aisle for spinach might be served a spinach lasagna recipe and be inspired to try it. This not only supports meal and occasion planning, but also enables consumers to quickly add all necessary ingredients to their cart. These "out of aisle" placements create a more dynamic shopping experience while helping brands showcase their products in context and inspire new audiences and routines.
"Instacart's marketplace is a space where inspiration meets convenience,” said Ali Miller, VP of advertising product at Instacart. “We're excited to offer brands the opportunity to reach consumers out of traditional aisle placements in a way that feels timely and relevant. We want consumers to be able to explore new products, find recipe inspiration, and engage with their favorite brands throughout their shopping journey as they build their carts.”
Instacart 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.
