Instacart debuts landing pages and shoppable display ads for Ben & Jerry's and other brands

Instacart is giving consumer package goods brands their own landing pages and new shoppable display ads, as the online grocery giant looks to help brands create digital experiences that ultimately translate to sales. The new pages will let brands drive customers to the site from both on and off Instacart. Advertisers will get a URL it can embed in display ads on Instacart, as well as other sites such as Facebook. Clicking on the ad will take users to the brand landing page where they’ll be able to see products and add them to their cart. Ben and Jerry’s, Breyers, Kidfresh, Klondike, Milton’s Craft Bakers, Talenti and Tillamook will be some of the first brands to pilot the new pages. Instacart is also offering new, shoppable display ads featuring several items that users can add directly to their cart from the ad. Brands can target consumers based on keywords or shopping behaviors. “More and more, CPG brands want to drive experiences tied to the point of sale,” said Ryan Mayward, VP of ad sales. “We wanted to offer them a place where they can upload brand imagery, curate a selection of products, drive traffic and complete purchases.” The display ads are meant to help challenger brands connect with new customers, help build bigger consumer baskets by encouraging partner items, like chips and soft drinks, or alert customers to new products. “As we’ve grown, Instacart Ads has been an integral part of our retail marketing strategy, both to promote our customer-favorite line of crackers and to introduce our newest product—Cauliflower Crust Pizza,” Erica Reilly, digital engagement manager at Milton’s Craft Bakers, said in a statement. “Our products have primarily been in the snack aisle so entering a new category, frozen foods, meant we needed to engage with customers and make sure they knew where to find our pizza.” Instacart has had a bumpy few months. Mayward has taken the helm of ad sales since the departure of Carolyn Everson in December. Instacart also delayed plans for its initial public offering in November. But the company is still a force in the grocery delivery sector. Last year, it processed 73% of third-party grocery delivery services, according to eMarketer. Like Walmart, Kroger and Albertsons, Instacart also manages its own retail media network, giving brands access to a lot of data on shopping habits. For CPG brands that are often at the mercy of physical shelf space, or can’t see what else is in a shopper's physical basket, that data is appealing. Both brand pages and display ads can be set up in the Instacart ads manager, and brand pages will be rolled out to more brands over the course of the first quarter, according to Mayward. He says that Instacart will not be monetizing the brand pages, but customers will need to sign up for an Instacart account in order to complete their purchase.

Instacart debuts landing pages and shoppable display ads for Ben & Jerry's and other brands

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