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12/01/2022

Instacart unveils new suite of CPG ad solutions

Dan Berthiaume
Senior Editor, Technology
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instacart promotions
Instacart is letting advertisers build campaigns around objectives.

Instacart continues expanding the targeted advertising capabilities it offers CPG brands.

The grocery technology company is introducing Instacart Promotions, a suite of advertising solutions for its CPG brand partners. Now all of its brand partners, including emerging brands, have 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]

As a result, Instacart says consumers will see more promotions, coupons, and deals tailored to them as they search and discover products from preferred brands on Instacart. 

Promotions enable advertisers to create campaigns specific to their objectives, whether they’re aiming to build baskets, drive trials, or boost sales. In the coming months, Instacart plans to enhance the new ad offering with deal structures such as Free Gifts and Buy One, Get One (“BOGO”).

Instacart intends for the new deal structures to help its CPG brand partners run “Free Sample” programs that can serve personalized discounts for different customer segments, such as “new to brand” and “new to category.”  

Instacart Promotions is available now in Instacart Ads Manager to all advertisers in open beta. Pilot partners included General Mills and Athletic Brewing.

“We believe that ordering groceries online should not be a luxury or convenience for some, but an option for everyone, no matter your budget. With the average cost of groceries going up, we’re proud to unlock more ways for consumers to save money and connect with their favorite brands and retailers via Instacart,” said Ali Miller, VP of Ads Product at Instacart. “With the launch of our new Instacart Promotions, all of our brand partners now have the ability to set up coupons and promotions that can drive meaningful business results while also passing on more savings opportunities to consumers. We’re proud to continue expanding our portfolio with additional self-service capabilities, ad formats that drive results, and measurement that brands need to understand the true impact of their campaigns on Instacart.”

Instacart expands advertising functionality

For the past year, 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.

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.