Clorox an Early Partner in Instacart’s YouTube Retail Media Capability
The Clorox Company is testing the waters of a new retail media capability that taps into first-party data to reach high-intent consumers on YouTube and offers closed-loop measurement.
In partnership with Instacart, the company is looking to connect with YouTube’s audience through shoppable video campaigns to drive sales for same-delivery transactions. YouTube viewers will be able to click directly on the video ad, which will lead to an Instacart product page.
The company said this expands on its initial relationship with Instacart, allowing them to access a network of data and fulfillment services.
"We've been quick to test new pilot offerings, including Instacart's shoppable video ads on their platform, because we see the value of retail media to reach our target consumers," said Tiffany Tan, senior director, e-commerce growth accelerator at Clorox.
The first-party retail media data layered on top of Clorox’s video creative will help the company create engaging, shoppable ads to better reach, inspire, and drive purchases from YouTube, she said.
This builds on Instacart’s Google Shopping Ads collaboration that launched last year, for which CPG manufacturers like Danone and Nestle USA were early adopters.
