Instacart expands shoppable ads to YouTube

Instacart is extending its retail media ads to YouTube, allowing select brand partners to convert YouTube viewers directly into Instacart shoppers for same-day delivery.

Details. Instacart’s YouTube ads will feature shoppable product links powered by its first-party data and retail media technology.

• Viewers can click from the ads to purchase items on Instacart for rapid delivery.
• Clorox and Publicis Media are initial pilot partners, with closed-loop measurement.
• The capability merges video creative with Instacart’s valuable shopping data.

Why we care. The YouTube integration gives brands new ways to inspire purchases from Instacart’s valuable audience using engaging video complemented by robust shopping data and utility.

What they’re saying. “We’re merging the power of video creative with our valuable first-party data and seamless shopping experience,” said Instacart CEO Fidji Simo.

• Clorox’s Tiffany Tan. “Instacart’s first-party retail media data layered on top of our video creative will help us create engaging, shoppable ads.”
• Publicis’ Joel Lunenfeld cited the “high-intent audiences at the point of purchase” as the value of retail media networks.

Zoom out. The YouTube expansion follows Instacart’s new Google Shopping ads program, which was unveiled in January. This program lets CPG brands use Instacart’s AI-powered merchandising across Google.

Data. YouTube dominates streaming and TV watch timeshare, according to Nielsen. YouTube is the top platform for product research with viewers watching over 30 billion hours of shopping-related content in 2023, according to a Google study.

Bottom line. Instacart is aggressively extending its lucrative retail media business across Google’s massive consumer touchpoints.