Instacart, the popular grocery delivery service, is expanding its reach by introducing shoppable ads on YouTube. This new feature allows select brand partners to convert YouTube viewers directly into Instacart shoppers for same-day delivery. By merging video creative with Instacart’s valuable shopping data, these ads aim to enhance the user experience and inspire purchases.
The YouTube ads will feature shoppable product links powered by Instacart’s first-party data and retail media technology. Viewers can simply click on the ads to purchase items on Instacart and have them delivered rapidly. This integration provides brands with new ways to engage with Instacart’s audience using engaging videos and robust shopping data.
Clorox and Publicis Media are the initial pilot partners for this new feature and will have access to closed-loop measurement. Tiffany Tan from Clorox expressed excitement about using Instacart’s first-party retail media data to create engaging and shoppable ads. Joel Lunenfeld from Publicis also highlighted the value of retail media networks in reaching high-intent audiences at the point of purchase.
This expansion into YouTube follows Instacart’s successful launch of the Google Shopping ads program earlier this year. Through this program, consumer packaged goods (CPG) brands can utilize Instacart’s AI-powered merchandising across Google. This strategic move allows Instacart to extend its retail media business across Google’s massive consumer touchpoints.
The decision to integrate with YouTube is backed by data that shows YouTube’s dominance in streaming and TV watch timeshare. Nielsen reports that YouTube is the top platform for product research, with viewers watching over 30 billion hours of shopping-related content in 2023, according to a Google study.
Instacart CEO Fidji Simo expressed excitement about merging the power of video creative with their valuable first-party data and seamless shopping experience. This new feature not only benefits brands by providing them with a unique way to reach their target audience but also enhances the user experience by making it easier for viewers to shop directly from the ads.
Overall, Instacart’s move to introduce shoppable ads on YouTube is a strategic play to expand its retail media business and provide brands with new ways to inspire purchases. With YouTube’s massive user base and Instacart’s valuable shopping data, this integration has the potential to revolutionize online shopping experiences and drive revenue for both Instacart and its brand partners.
