Instacart expanded its partnership with Google Shopping Ads to include YouTube

Instacart has announced that it has expanded its partnership with Google Shopping Ads to YouTube to boost its Retail Media network to provide greater shopping reach for its advertisers. Specifically, as it reports, selected brand partners can inspire and convert consumers who view YouTube directly to shop for same-day delivery.

The YouTube ads—which can be purchased with Instacart technology—will help selected brands turn their ads into instant shopping experiences powered by Retail Media's technology and Instacart's fulfillment network. Clorox and Publicis Media have become the first Instacart partners to test the offering.

CPG advertisers can use Instacart's first-party data to find and reach high-intent consumers on YouTube and receive closed-loop measurements. Viewers who click on the ads will be directed to an Instacart product page to order the promoted items for same-day delivery.

"We are proud to continue to bring our world-class advertising capabilities to more platforms and unlock innovative new touchpoints to connect brands and consumers. By expanding into shoppable YouTube ad formats, we are merging the power of video creative with our valuable first-party data and a seamless shopping experience," stated Fidji Simo, CEO and president of Instacart, noting that "the ad marks an important step in making grocery shopping simple by helping consumers move more easily from discovery to purchase."

Google Shopping ads via Instacart 

Last January, Instacart and Google announced that Google Shopping ads would be accessible to Instacart's advertising partners using the company's Retail Media data, an expansion that allows consumer packaged goods (CPG) companies on Instacart, such as Danone's Oikos, Kraft, Lunchables, Oscar Mayer and Kraft Heinz's Philadelphia brands; and Publicis Media's CPG clients, activate Google Shopping ads, powered by Instacart's first-party data and closed-loop insights, to reach high-intent consumers searching on Google and get their products into consumers' hands in as little as an hour.

Instacart's retail media growth is based on its ability to help advertisers reach shoppers on other channels, particularly YouTube, which are important avenues for research and product discovery.

According to Nielsen's Gauge, YouTube dominates the total share of streaming and TV viewing time. A recent Google/TalkShoppe study found that YouTube is the top platform consumers use to research products and make purchasing decisions. According to eMarketer data, U.S. adults spend an average of 36 minutes a day on the platform, surpassing Netflix, Hulu and Facebook and making it highly attractive to advertisers.