Instacart Unveils an Enhanced Ad Buying Experience in Ads Manager and Launches Shoppable Video Ads for All CPG Brand Partners

Instacart, the leading grocery technology company in North America, announced an enhanced ad buying experience in Ads Manager, the company’s self-service portal, putting marketing objectives front and center for brand partners.

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Beginning today, Instacart brand partners will start campaign creation by choosing an objective, which will streamline their ad setup by reorienting their campaign around their specific goals. Brands choosing ‘reach,’ ‘engage,’ or ‘maximize sales’ with their campaigns in the new Ads Manager framework will see tailored recommendations for the ad formats, targeting, and bidding options to help them achieve their campaign goals. This new objective-based framework provides more guidance and options for over 5,500 brand partners on Instacart.

As part of the new Ads Manager experience, Instacart also announced the availability of shoppable video ads for all brand partners. Shoppable video ads combine immersive rich media creative with a set of in-line shoppable products to shorten the path from inspiration and discovery to purchase. Brands can leverage this new format for a number of use cases, from spotlighting innovative product launches, and shaping complementary regimens to creating ready-to-go baskets for target consumers. Shoppable video ads are available today in Ads Manager and are designed to help CPG brands achieve their objectives to ‘reach’ or ‘engage’ consumers on Instacart – depending on their campaign goal. Shoppable videos on Instacart autoplay with sound off and can be between three and 30 seconds long; advertisers can select and pin three to 20 directly shoppable products from their portfolios with Instacart’s seamless add-to-cart functionality. The new ad unit can also drive consumers to a custom landing page or product detail page for further exploration and deeper storytelling.

“Over the last year, we’ve built multiple new ad formats to enable brands to drive impact on Instacart by deploying a comprehensive suite of ad solutions,” said Ali Miller, VP of Ad Products at Instacart. “Today marks a significant next step in our ad platform’s evolution by making this new format fully available, alongside a new Ads Manager buying experience that helps brands align their campaign setup with business results that matter. We’re excited to continue to collaborate with our brand partners to unlock more rich media ads across Instacart that help elevate their brands and products and inspire and engage more consumers.”

Instacart offers brands of all sizes a robust suite of full-funnel ad products in Ads Manager that enable brands to inspire and connect with consumers throughout the entire shopping journey. This year, Instacart has launched several new inspirational and discovery products, including Pop-Ups, Pages, Shoppable Display, and now Shoppable Video — bringing the best of storytelling and inspiration to help drive conversion. These top-of-the-funnel products complement Instacart’s flagship sponsored product offering, which allows brands to secure premium digital shelf space and maximize sales and category share.