Instacart has unveiled new features and offerings to help the more than 4,000 CPG brands on its platform. According to the company, the launch of its new brand pages and a suite of display ad products are designed to maximize brand reach. Instacart currently offers self-service and managed advertising services to brands.
The new features will allow advertisers to run a "full-funnel marketing strategy throughout the entire consumer shopping journey on Instacart – from awareness to consideration to purchase." This means they can:
- Develop brand stores and brand pages. This brings Instacart more in-line with Amazon's capability.
- Customize layouts, create product collections, bring evergreen and seasonal branded images to their brand pages.
- Leverage unique URLs to drive traffic from Instacart display ads and brands' off-platform marketing campaigns directly to their storefronts on the platform.
In addition to the new brand pages, Instacart also announced auction-based banners ads that appear throughout the platform. These banners can be placed across valuable "discovery surfaces" like keyword search, storefronts, departments, and more.
Bottom line:
Instacart's new offerings make it a more mature and competitive marketing platform. Brands can now deliver equity-positive ads and brand destinations.
Source: Inspiring Consumers with Instacart Ads’ New Brand Pages and Suite of Display Products
