Instacart offers training program for CPG brand partners
Instacart is taking its advertisers to school.
The grocery technology company is introducing a self-serve training and certification program for CPG companies participating in its Instacart Ads targeted advertising initiative.
Known as Instacart Ads Academy, the self-serve and self-paced online course lessons covering topics such as an introduction to Instacart and Instacart Ads, the advantages of different ad formats, how to use Instacart’s Ads Manager self-service portal, new ad formats including shoppable video and display, automation tools, and measurement features.
Instacart co-created Instacart Ads Academy in partnership with global media agency WPP and developed lesson content with feedback from more than 20 of its agency partners. The program is available to all of Instacart’s advertisers, and participating brands will take a final exam to become certified as proficient in Instacart Ads.
“We created Instacart’s Ads Academy to help brands, agencies and marketers unlock the potential of their campaigns on Instacart,” said Suzanne Skop, head of agency partnerships at Instacart. “In the past year, Instacart has rapidly evolved our advertising offering to build multiple new formats, measurement capabilities, and opportunities to inspire consumers in new ways as they shop online from their favorite retailers. We’re so excited to introduce an accessible portal where our partners can stay up-to-date on the latest tools and formats we offer, and learn how to effectively reach and engage their audiences across Instacart.”
“We’re proud of our partnership with Instacart to support bringing the Ads Academy to the market,” said Lauren Lavin, head of GroupM Nexus Commerce, North America. “Our joint commitment to creating the best learning experiences for agencies and brands has resulted in content that addresses both the strategic and tactical expertise required to drive businesses forward. Our teams look forward to continuing to benefit from Instacart Ads Academy as a critical part of our commerce curriculum.”
Instacart expands advertising functionality
Instacart has been beefing up its capabilities as an advertising platform. In October 2021, Instacart collaborated with e-commerce marketing platform CommerceIQ on an offering called CIQ Advertising for Instacart. The service enables CPG brands to obtain real-time visibility across all their campaigns on the Instacart Ads self-serve ad platform, as well as leverage CommerceIQ artificial intelligence (AI) functionality.
In January 2022, the company released a collection of advertiser solutions, including brand pages and a suite of display applications designed to maximize brand reach and consumer awareness for CPG brands. And in May 2022, the company released shoppable video ads and enhanced shoppable display ads.
More recently, Instacart acquired Eversight, an artificial intelligence (AI)-based pricing and promotions platform for CPG brands and retailers, and streamlined the ad buying experience in its self-service Ads Manager portal. It also partnered with e-commerce optimization firm Ascential to offer Ascential clients early access to new advertising products and pilots, co-marketing, and educational and developmental initiatives.
And in December 2022, the company introduced Instacart Promotions, a suite of advertising solutions for its CPG brand partners providing self-service access and capabilities to launch new deal structures, promotions, and incentives with their Instacart Ad campaigns.
[Read more: Instacart enters online search ad market]
Instacart partners with more than 1,000 national, regional, and local retail banners to facilitate online shopping, delivery and pickup services from more than 75,000 stores across North America.