Instacart Provides Ads for Vroom Delivery's C-Stores
Instacart has partnered with Vroom Delivery to provide Instacart Carrot Ads to Vroom's network of 3,500 convenience stores. These retailers now have full access to Instacart’s advertising technology to reach more consumers through sponsored products and display ads.
The partnership supports Vroom Delivery’s efforts to better assist small- and medium-sized convenience retailers in leveraging advertising demand. This partnership allows the more than 7,500 Instacart brand advertisers to expand their campaigns to Vroom Delivery’s network.
John Nelson, chief executive officer of Vroom Delivery, said, “It was important for us to partner with a company that not only has proven technology, but also the expertise to move fast. By integrating Instacart Carrot Ads, we’re making industry-leading retail media accessible and scalable for convenience retailers of all sizes.”
Carrot Ads was created to deliver Instacart ad technology to partners such as marketplaces, grocers and commerce platforms to help monetize apps, digital storefronts and other owned commerce channels more effectively.
“We’re building Carrot Ads to be the most advanced retail media solution in the industry — designed to help e-comm partners move quickly and unlock the full potential of retail media,” said Alice Luong, senior director of e-commerce and retail media at Instacart.
Instacart recently partnered with Del Monte Foods to better target Millennials and Gen Z consumers, two generations known for their lack of brand loyalty, and to improve its strategy for engaging with them.
Since 70% of Instacart’s audience is made up of Millennials and Gen Z, the collaboration has helped Del Monte see a 21% sales increase among users exposed to Instacart ads, and the brand plans to continue focusing on consumer marketing and product improvements to stay connected with this demographic.
