Instacart expands in-store advertising to all brands on caper carts

Instacart, the grocery technology company in North America, has announced that its more than 7,000 brand partners now have access to in-store advertising on Caper Carts, its AI-powered smart carts. Advertisers can now reach and inspire customers online as well as directly in the aisles of grocery stores with a single campaign.

Beginning in April, new and existing shoppable display campaigns will seamlessly extend across the Instacart Marketplace and in-store on the Caper Cart digital screens with no additional work required from brand partners. Caper Cart ads are inventory- and aisle-aware, which means that ad campaigns will only extend to carts when consumers are in relevant aisles and where items are in stock.

For example, Diana's Bananas can launch an Easter campaign through Instacart Ads Manager, showcasing its various flavors both online and in-store. Customers browsing the Instacart Marketplace can see the ad online, while in-store customers can see it on the digital screen of the Caper Cart. On the Caper Cart, customers can see the ad in the frozen aisle, add the item to their basket, and check out directly from the cart.

Ali Miller, VP of Ads Product, Instacart: "We've built Instacart Ads to drive results for brands on our platform, and have proven that this also drives incremental in-store sales. Brands face the complexity of navigating hundreds of retail media networks, and we want to make that easier. Now, they can create one campaign with Instacart to drive engagement and reach at scale across the Instacart Ads ecosystem. We're proud to have built a one-stop advertising platform with best-in-class performance and measurement that brands trust, and this continues to shape our roadmap to reach consumers across all channels."

Today's consumers rarely utilize just one channel to discover and purchase products; they might browse online, visit retailers' sites, and then purchase in-store. The Instacart Ads ecosystem enables brands to connect with consumers through cohesive, omnichannel campaigns – reaching them at every touchpoint, from discovery to purchase. Instacart Ads eliminates the complexity of managing multiple ad campaigns across various channels, whether that's the Instacart marketplace, in-store, across 220+ e-commerce sites, or with strategic off-platform extensions with partnerships, such as Google, Instagram, The Trade Desk, NBCUniversal, and YouTube.

As part of the Instacart Ads ecosystem, ads on Caper Carts are an in-store retail media offering that is an extension of the Instacart performant, online advertising products and solutions. On average, customers spend more than 30 minutes shopping in-store with a Caper Cart. For advertisers, it is an opportunity to influence a consumer's purchasing decisions in real-time in the aisles of a grocery store. Caper Carts are available at grocery stores across more than 60 cities in the US, including ALDI, Kroger, Schnucks, and Wakefern, as well as many regional and local independent grocers.

Today's news follows a successful Caper Cart ads pilot earlier this year where more than 50 CPG partners, from category leaders like Mondelēz, to challenger brands including Diana's Bananas, Kettle & Fire, Talking Rain Beverage Company, tested this new capability.

Niccolo Gloazzo, Sr. Director of Media & Omnichannel, Kettle and Fire: "Instacart Ads is one of our highest-performing platforms and has helped us increase brand awareness, support retail growth, and acquire new customers. Because of their easy to use ad buying interface, we've been able to deploy impactful campaigns that meet our business objectives. Today's announcement that our Instacart Ads campaigns will now automatically syndicate to Caper Carts underscores their team's commitment to innovation and to helping brands of all sizes seamlessly advertise and reach consumers whether they're shopping online or in-store."

Instacart brand partners can expect additional Instacart Ads formats to extend to Caper Carts in the coming months.

www.instacart.com

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