Mondelēz International, Unilever, and PepsiCo are among the CPGs signing on for Instacart’s new shoppable video and display ad technology.
The ads seek to shorten the user journey from awareness and product discovery to purchase; fuel brand affinity with rich stories, motion, and audio; and prompt larger basket sizes through an add-to-cart functionality
Several consumer goods companies are piloting the tech, including Unilever’s Dove brand, Mondelēz International, PepsiCo, and S.Pellegrino. Throughout the pilot, Instacart will test and learn alongside the brands to determine best practices and inform what the shoppable video product looks like when it becomes available to all brands in its self-service portal, Ads Manager, later this year.
[See also: Ben & Jerry's, Breyers and More Sign On for Instacart’s New Ad Tech]
Likewise, Instacart’s iterative, shoppable display product features brand imagery coupled with direct add-to-cart functionality, and brands can pin a bundle of items to drive complementary and routine purchases.
More than 40 CPG brands have piloted the shoppable display product, which will be generally available to all brand partners in Ads Manager later this summer.
PepsiCo will trial multiple brands, and Emily Frankel, senior VP, e-commerce marketing head at PepsiCo, said shoppable display has proven to be an effective way to drive first-time purchase of the products via the Instacart platform. “While we're just getting started with shoppable video, we look forward to continuing our work to give consumers a compelling omnichannel experience."
“Online grocery shopping is critical to our long-term growth strategy, and we are excited to create a richer experience for our consumers as they shop for our beloved brands,” added Wesley Saraceni, senior director of marketing digital commerce at Mondelēz.