The partnership not only strengthens the precision of targeting and measurement on Google, but also creates new surfaces to find customers.
“At some point, inventory becomes constrained on-site,” said analyst Andrew Lipsman, who recently launched a consultancy focused on commerce and advertising. “[Instacart] is at a place where offsite has to become a bigger part of the strategy.”
Still, the partnership will not give Instacart the full reach of Google, as the focus is on people who already have Instacart accounts.
“If you buy, I would recommend buying with a purpose that you know can be delivered to you within the data set Google is reporting,” said Courtney Crossley, vice president of commerce media at Mars Agency, adding that buyers should be careful to only think of their Instacart shoppers when designing an Instacart campaign on Google. “Throwing some money at it and having it run with minimum manipulation is a way to be less happy with the results.”
Getting space on the media plan
Instacart has a high-performing, mature ads platform, having been in the media business since 2019, Lipsman said, adding, “I would almost put Instacart as second most mature after Amazon.”
Still, the brands that buy Instacart ads are those that are already using it as a major driver of sales.
“If you’re not an Instacart advertiser, I don’t know how much [brands] see Instacart as a channel,” said Briana Finelli, head of commerce, U.S., at WPP-owned Wavemaker, adding, “I assume most companies that sell product on Instacart are advertisers at this point.”
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