Pacvue：构建Instacart的整体广告策略（英文版）（26页）.pdf

1、Building a Holistic Advertising Strategy on Instacart 2Contents1Instacart Advertising Overview2Featured Product Ads3Trends&Best Practices3Instacart Advertising Overview 22%of Americans say they have shifted from weekend to weekday shopping runs The share of orders placed on weekdays grew by 8%across

2、 Instacart in 2020 Instacart orders placed during working hours(9 am to 5 pm)increased by 32%in 20204Instacart sees weekday shopping growthSource:Instacart 2021 Grocery Trends ReportAccording to IRI:“Consumers will continue to shop online;store pick-up adoption outpaces home delivery.”“Retailers and

3、 manufacturers will continue to invest in eCommerce”1.0%16.3%2.6%14.1%22.0%58.6%20192020Total CPG%Change vs.YAGrocery B&MClubeCommerce5eCommerce Grocery is here to staySource:IRI,YEAR-END 2020 TRENDS,2021 EMERGING GROWTH POCKETS6Consumer Behavior Defines Media Strategy 2021 shopping habits are where

4、 we initially expected them to be in 2025.35%of consumers shop in micro-moments weekly.Today,we are more driven by values&purpose,not just the product or price.Future-proof:Behavior will continuously shift balance of in-store,BOPIS,&delivery.Stats:IBM7Overview of Instacart Product Offerings8Coupons

5、vs Featured ProductsFeatured Products are more prominent than Coupons alone9Coupons vs Featured ProductsA product with a Coupon will still face PDP competition from Featured Products10Coupons+Featured ProductsCoupons supported with Featured Product advertising stand out11Hero Banner12Delivery Promot

6、ions13Newly added retailersInstacart is constantly adding retailers outside of grocery categories.Top of Search ImportanceAds in the top 3 placements:90%of ad clicks on all paid placements in search results 40%of all clicks on the results,including organic search results14Source:Instacart January 20