As rising food prices put additional margin pressure on businesses that rely on grocery sales, some are turning to advertising to supplement their revenue.
Instacart, for one, announced Wednesday (Oct. 19) the debut of new advertising features within its advertiser portal, Ads Manager. These include tools to center campaigns on specific, quantifiable targets such as maximizing reach or engagement. Additionally, the grocery aggregator is also launching shoppable video ads for advertisers, with which brands can offer pre-planned digital baskets for consumers or feature individual products.
“Over the last year, we’ve built multiple new ad formats to enable brands to drive impact on Instacart by deploying a comprehensive suite of ad solutions,” Ali Miller, VP of ad products at Instacart, said in a statement. “Today marks a significant next step in our ad platform’s evolution by making this new format fully available, alongside a new Ads Manager buying experience that helps brands align their campaign setup with business results that matter.”
The news comes just two days after the leading U.S. food delivery aggregator DoorDash, which also competes with Instacart for grocery sales, announced the launch of new self-serve advertising tools for consumer-packaged goods (CPG) brands including an ads manager and partnerships with ad tech companies.
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