Instacart’s new ad products attempt to remove some friction for CPG brands and spur users to increase their basket size while browsing the app. Consumers are already on the platform to buy groceries and other goods and may be receptive to targeted messages that let them pick up complementary products at the click of a button. For brands, video capabilities open creative and storytelling opportunities, though the tech remains in a “test and learn” phase, per Instacart.
