Instacart offers new ad solutions for name brands to compete with private label

Delivery services like Gopuff and Buyk have recently ventured into the private label space. Instacart, which recently launched a prepared meals section for retailers to promote their meals, has created a new ad program for national brands to compete with private label lines on the platform.

Instacart’s new collection of advertiser solutions includes brand pages and a suite of display products designed to maximize brand reach for CPG brands. The new Instacart Ads products allow advertisers to run a full-funnel marketing strategy throughout the entire consumer shopping journey on Instacar. The new ad solutions have been used by national ice cream brands such as Ben & Jerry’s, Breyers, Klondike, Talenti, Tillamook and more.

Instacart says the new brand pages enable CPG brands to drive consumers, both on and off Instacart, to a curated, shoppable destination where the consumer can explore the brand's product portfolio from their favorite retailers. Brand pages are free to create and give advertisers the flexibility to customize layouts, create product collections, and bring their brand's evergreen and seasonal storytelling to life with rich imagery and text. Advertisers can also leverage unique URLs to send traffic from Instacart display ads as well as brands' off-platform marketing campaigns, directly to a shoppable digital storefront. 

"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."

Brand pages and display ads will both be available in the Instacart Ads self-service portal, Ads Manager, and provide reporting to give brands visibility into anonymized and retailer-agnostic data insights, shopping behaviors, and trends. Ads Manager helps brands to identify their advertising goals, set custom budgets and schedules, control their content, and manage Sponsored Product bids at the campaign level. New features and tools now available within Ads Manager include daily budgeting capabilities, product content control via Library Manager, and on-demand business data via Customer Insights, all accessible in a self-service portal.