Instacart Ads Make First Global Expansion, In Canada

Instacart announced its first global expansion Tuesday for its advertising business. The company now supports advertising in Canada.

Consumer product group (CPG) brands and media agencies with a presence in Canada can now use Instacart Ads to engage with Canadian consumers as they search for and discover products.

Business Intelligence estimates ecommerce sales in Canada will reach $79.80 billion in 2022, up 10.4% year-over-year (YoY).

Shannon Cross, senior manager of ecommerce at Nestlé Purina PetCare, began working with Instacart as an early adopter in late 2021. Cross sited the amount of available data in the self-service platform as one of the major benefits. 

"Having access to customizable reports, SKU-level data at any time of the day has allowed us to make informed business decisions at a more granular level," she wrote. 

Unilever, Danone, and GroupM also were early adopters in Canada, but overall, Instacart offers advertising services for more than 5,000 CPG brands.

Danone began piloting Instacart's sponsored product ads in Canada late last year. 

Instacart provides a channel to reach consumers where they shop, helping them to search and discover Danone brands and products.

"With our Instacart campaigns, our brands have driven growth that outpaces their categories and positive category share impact," Arthur Sylvestre, director of media, digital and ecommerce at Danone, told Instacart. 

Ads’ sponsored product offering allows brands to improve discoverability across the Instacart marketplace on a cost-per-click basis. Consumer insights are based on Instacart's first-party data, despite the fact the consumer shopping journey is nonlinear.

Sponsored product placements create touchpoints as consumers explore search, discovery surfaces and the buy-it-again experience on Instacart, helping advertisers drive conversion, boost sales, and grow share and basket penetration.

Today, Instacart partners with Metro, Dollarama, Galleria Supermarket, Giant Tiger, and Michaels in Canada, and is available to approximately 90% of Canadian households across the 10 provinces. 

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