Instacart Launches Display, Shoppable Ad Formats in Canada
Instacart is introducing a suite of display ad formats for CPG brands in Canada.
The expansion includes four capabilities for advertisers:
- Display ads located at the top of the page.
- Shoppable display and shoppable video ads.
- Customizable shopping pages.
- Objective-based buying in Ads Manager, allowing brands to select objectives (reach, engage or maximize sales) when setting up campaigns.
The offerings give advertisers in Canada more choices and touchpoints to guide the consumer along their shopping journey, from discovery to purchase, according to an Instacart media release.
Danone is the first brand to try the formats.
"Our display and shoppable advertising products create more brand storytelling options for our CPG brand partners, helping them reach and engage new consumers across the Instacart marketplace," Graham Edward, head of Canadian brand partnerships at Instacart, said in the release. "We know these rich media experiences resonate with consumers, too – they're designed to enhance the consumer experience, combining inspiring video and imagery with the ease and convenience of adding items directly to the cart, all in one unit. We're working closely with our Canadian brand partners to maximize their impact and drive meaningful business results on Instacart."
Danone said it has leveraged display, shoppable display and video formats across three of its brands. It also plans to build upon those efforts in the months to come.
"We know that consumers are looking for healthier food and beverage options and the new targeting opportunities that were added allow us to reach consumers who have not purchased our brands previously," Mateusz Grobel, e-commerce team lead at Danone Canada, said in the release. "Instacart's expansion is opening up new avenues for us to reach consumers in the digital space, and we look forward to continuing the strong momentum."