Instacart unveils new display ad units and brand pages for CPG brands

On-demand grocery delivery platform Instacart introduced Wednesday a suite of display ads products as well as brand pages. 

The new auction-based banner ads can be placed across discovery surfaces – from keyword search through browsing storefronts, departments, and aisles – on Instacart. Display ads also equip brands to reach new customers with customized targeting that is based on anonymized purchase behavior or specific keywords.

“We know the way consumers shop on Instacart varies. Some people head straight for a specific aisle to browse, and some start with the ‘Buy It Again’ carousel displayed on the storefront to get their favorite ‘go to’ items, while others have a list of items already in mind or might use the search function to find inspiration,” said Ryan Mayward, Vice President of Ad Sales at Instacart. 

“As more people turn to Instacart to shop from their favorite retailers and discover new products, we’re focused on creating unique ways to help brands engage consumers throughout their online shopping journey. Our new products are part of Instacart’s ongoing commitment to develop innovative advertising solutions that support brands of all sizes as they focus on driving awareness, introducing exciting new products, maximizing reach, and inspiring consumers as they browse the digital aisles.”

The brand pages, on the other hand, are free dedicated landing pages that advertisers can create on Instacart. They enable CPG brand partners to drive consumers – both on and off Instacart – to a curated, shoppable destination where they can explore their product portfolio. 

Advertisers can leverage unique URLs to send traffic from Instacart display ads as well as brands’ off-platform marketing campaigns, directly to a shoppable digital storefront on Instacart. 

Offering its ad services for over 4,000 CPG brands currently, Instacart says the new suite of display ads is now available to all advertisers. Brand pages are currently being piloted by select advertisers and will soon be available to all Instacart brand partners. 

It is also worth noting that Instacart currently offers a $1 million advertising initiative for Black-owned consumer packaged goods brands.