Instacart expands advertising offerings in Canada

Instacart is launching a suite of display ad formats for CPG brands in Canada.

The expansion includes display ads—creative banners that appear at the top of the page on the app’s marketplace—shoppable display and shoppable video ads, customizable shoppable pages and objective-based buying in ads manager. 

Danone is the first brand to pilot the formats.

“We’re so excited to bring more discovery opportunities to the Instacart shopping experience in Canada,” said Graham Edward, head of Canadian brand partnerships at Instacart, in a release. “Our display and shoppable advertising products create more brand storytelling options for our CPG brand partners, helping them reach and engage new consumers across the Instacart marketplace. We know these rich media experiences resonate with consumers too—they’re designed to enhance the consumer experience, combining inspiring video and imagery with the ease and convenience of adding items directly to the cart, all in one unit. We’re working closely with our Canadian brand partners to maximize their impact and drive meaningful business results on Instacart.”

Danone said it has leveraged display, shoppable display and video formats across three brands in its portfolio, with plans to build on those efforts in the coming months.

“The strong return on ad spend and high rate of new-to-brand purchases we've seen demonstrate the effectiveness of these formats in reaching and engaging Canadian consumers above and beyond our lower funnel activations. We know that consumers are looking for healthier food and beverage options and the new targeting opportunities that were added allow us to reach consumers who have not purchased our brands previously. Instacart's expansion is opening up new avenues for us to reach consumers in the digital space and we look forward to continuing the strong momentum,” stated Mateusz Grobel, ecommerce team lead at Danone Canada.