Instacart Launches New Brand Page and Display Ad Capabilities
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.
Instacart's new offerings make it a more mature and competitive marketing platform. Brands can now deliver equity-positive ads and brand destinations.