Instacart was once known for building websites and sending its team members into stores to pick up and deliver online orders. But over the years, the company has changed course, making multiple acquisitions and – most recently – investing in digital advertising. Its Instacart Platform is one of the newest advertising platforms on the market, but is it worth considering among your online advertising strategies? Let’s take a look.
The Instacart Reach
Instacart’s marketplace spans nearly 65,000 brick and mortar stores across more than 5,500 cities in the US and Canada. Its platform is available to over 85% of U.S. households and boasts nearly 10 million active users and more than 500,000 Instacart Shoppers. Suffice it to say, the company is a major player in the grocery space and is quickly becoming a major player in advertising and other areas as well.
When it comes to advertising on Instacart, there are several options:
- The first of the company’s advertising trends is similar to Google’s Pay-Per-Click ads and focused on promoting Featured Products. It allows a brand to put products on premium digital shelf space in high visibility areas so that customers searching for a certain type of product are likely to see yours first. When a customer clicks on your product, you are charged (up to the maximum budget you set).
- In the past couple of months, Instacart has upped its game in terms of new advertising solutions. The platform now enables advertisers “to run a full-funnel marketing strategy throughout the entire consumer shopping journey on Instacart.” This includes brand pages, auction-based ads, and display ads.
When it comes to data privacy, Instacart says it meets the highest privacy standards. Instacart Ads anonymizes and aggregates data to deliver insights and analysis that help brands understand what’s happening in the Instacart marketplace without exposing customer privacy.
Is It A Fit?
So, an enormous customer base and numerous advertising options. What’s not to love, right? We agree, but only if your customers are likely to be using the platform. First and foremost, Instacart ads can be incredibly valuable if you have a consumer packaged goods company and sell to consumers via retail stores. If not, you need not apply to this kind of advertising.
Second, Instacart currently has two ad initiatives worth exploring. The company has committed $1 million in advertising to black-owned consumer packaged goods brands as well as $1 million in advertising to women-owned consumer packaged goods brands. If you qualify, it’s definitely worth a shot.
Interested in learning more about Instacart advertising, or other online advertising strategies? We’d love to help!