Instacart Utilizes Shoppable Videos in Brand Growth Strategy; Ali Miller Comments
SAN FRANCISCO, CA - Instacart is further proving why it is a valuable partner in the grocery space through its latest strategy. The retail ally recently unveiled two new advertising solutions to expand its suite and give partnering brands a more immersive way to engage with consumers and drive sales. With shoppable video ads and enhanced shoppable display ads, suppliers can promote targeted creative content to consumers as they shop from their favorite retailers on Instacart.
"Advertisers choose Instacart because we've built a platform with high-intent consumers, unparalleled scale of retailers, and closed-looped measurement, all of which drives meaningful results for our brand partners," said Ali Miller, Vice President of Ads Product. "We designed our new shoppable ad products to create more brand storytelling opportunities for CPGs, help them inspire and reach new and existing consumers, and ultimately drive sales in a singular unit. We see that these kinds of shoppable rich media experiences resonate with consumers as well, as we're bringing more discovery and inspiration to the online shopping experience. We're grateful to work with brand partners who have been excited to innovate with us and incubate these formats along the way to drive maximum impact."
Through the new shoppable video ads, brands will be able to shorten the path from discovery to purchase through unique storytelling capabilities and video creativity. According to its release, Instacart will test and learn alongside its CPG brand partners throughout the pilot to determine best practices and inform what the shoppable video product looks like when it is available to all brands in Ads Manager, Instacart's self-service portal, later this year.
With the launch of the engaging new format, Instacart's new shoppable video and shoppable display products help CPG brands of all sizes engage with consumers directly at the point of purchase. The advertising solutions also provide Instacart’s partners with comprehensive full-funnel marketing capabilities to drive effective, measurable outcomes.
Click here for the full release and more details.
As the company’s latest strategy drives growth for its partnering brands, ANUK will keep a close watch to see how this move impacts suppliers and marketers of fresh produce. For more exclusive industry insights, leave a tab open for us.