Instacart is expanding its partnership with Google to offer shoppable ads on YouTube, allowing brands to buy clickable ads that direct users to Instacart for same-day product delivery. This announcement was made at the Cannes Lions Festival and is part of Instacart's strategy to target audiences offsite across various platforms, including Roku, The Trade Desk, Google, and NBCUniversal.
New Capabilities
Instacart is extending its first-party retail media data to YouTube, enabling select brand partners to inspire and convert YouTube viewers directly to purchase for same-day delivery. This builds on the successful Instacart-powered Google Shopping Ads collaboration announced earlier this year. Brands like Clorox and Publicis Media are among the first to pilot this capability, leveraging Instacart’s data to reach high-intent consumers and receive closed-loop measurement. Viewers can click directly from these YouTube ads to an Instacart product page to purchase the featured items.
This YouTube pilot extends Instacart’s broader retail media collaboration with Google Shopping. Earlier this year, Instacart announced a partnership to deliver Google Shopping Ads for its CPG partners, leveraging its first-party retail media data. Brands like Danone and Nestle USA have seen promising results from this collaboration.
Market Insights
- Nielsen’s Gauge: YouTube dominates total share of streaming and TV watch time.
- Google/TalkShoppe Study: Found YouTube to be the #1 platform for consumers to research products and make purchase decisions, with viewers watching over 30 billion hours of shopping-related content in 2023.
About Instacart
Instacart is a leading grocery technology company in North America, partnering with over 1,500 retail banners to facilitate online shopping, delivery, and pickup services from more than 85,000 stores. The Instacart Platform offers a suite of enterprise-grade technology products and services, including advertising services and insights. Instacart Ads connect thousands of CPG brands directly with consumers online. Instacart Health aims to increase nutrition security and make healthy choices easier for consumers.
