Instacart Expands In-Store Advertising to All Brands on Caper Carts
Instacart (CART) has announced the expansion of in-store advertising on Caper Carts, its AI-powered smart carts, to all of its 7,000+ brand partners. Starting April 2025, brands can run unified campaigns across both the Instacart Marketplace and in-store Caper Cart digital screens.
The smart cart technology features inventory and aisle-aware advertising, displaying ads only when consumers are in relevant aisles with in-stock items. Customers spend an average of 30 minutes shopping with Caper Carts, which are available in over 60 US cities at retailers including ALDI, Kroger, Schnucks, and Wakefern.
Early adopters like Diana's Bananas reported 40% sales growth on the platform last year, while other brands including Kettle & Fire, Talking Rain Beverage Company, and Mondelēz have seen positive results from the pilot program. The initiative aims to simplify ad buying across multiple channels, allowing brands to reach consumers at various touchpoints from discovery to purchase.
Instacart (CART) ha annunciato l'espansione della pubblicità in-store sui Caper Carts, i suoi carrelli intelligenti alimentati dall'IA, a tutti i suoi oltre 7.000 partner di marca. A partire da aprile 2025, i marchi potranno eseguire campagne unite sia nel Marketplace di Instacart che sugli schermi digitali dei Caper Cart in negozio.
La tecnologia dei carrelli intelligenti presenta pubblicità consapevoli dell'inventario e dei corridoi, mostrando annunci solo quando i consumatori si trovano in corridoi pertinenti con articoli disponibili. I clienti trascorrono in media 30 minuti a fare la spesa con i Caper Carts, disponibili in oltre 60 città statunitensi presso rivenditori come ALDI, Kroger, Schnucks e Wakefern.
I primi adottanti come Diana's Bananas hanno riportato una crescita delle vendite del 40% sulla piattaforma lo scorso anno, mentre altri marchi tra cui Kettle & Fire, Talking Rain Beverage Company e Mondelēz hanno ottenuto risultati positivi dal programma pilota. L'iniziativa mira a semplificare l'acquisto di pubblicità su più canali, consentendo ai marchi di raggiungere i consumatori in vari punti di contatto, dalla scoperta all'acquisto.
Instacart (CART) ha anunciado la expansión de la publicidad en tienda en los Caper Carts, sus carritos inteligentes impulsados por IA, a todos sus más de 7,000 socios de marca. A partir de abril de 2025, las marcas podrán ejecutar campañas unificadas tanto en el Marketplace de Instacart como en las pantallas digitales de los Caper Cart en la tienda.
La tecnología de carritos inteligentes presenta publicidad consciente del inventario y de los pasillos, mostrando anuncios solo cuando los consumidores están en pasillos relevantes con artículos en stock. Los clientes pasan un promedio de 30 minutos comprando con los Caper Carts, que están disponibles en más de 60 ciudades de EE. UU. en minoristas como ALDI, Kroger, Schnucks y Wakefern.
Los primeros adoptantes como Diana's Bananas informaron un crecimiento del 40% en las ventas en la plataforma el año pasado, mientras que otras marcas, incluidas Kettle & Fire, Talking Rain Beverage Company y Mondelēz, han visto resultados positivos del programa piloto. La iniciativa tiene como objetivo simplificar la compra de anuncios a través de múltiples canales, permitiendo a las marcas alcanzar a los consumidores en varios puntos de contacto, desde el descubrimiento hasta la compra.
Instacart (CART)는 AI 기반 스마트 카트인 Caper Carts의 매장 내 광고를 7,000개 이상의 브랜드 파트너에게 확장한다고 발표했습니다. 2025년 4월부터 브랜드는 Instacart 마켓플레이스와 매장 내 Caper Cart 디지털 스크린에서 통합 캠페인을 실행할 수 있습니다.
스마트 카트 기술은 재고 및 통로 인식 광고를 특징으로 하며, 소비자가 재고가 있는 관련 통로에 있을 때만 광고를 표시합니다. 고객은 Caper Carts로 쇼핑하는 데 평균 30분을 소비하며, ALDI, Kroger, Schnucks 및 Wakefern과 같은 소매업체에서 60개 이상의 미국 도시에서 이용 가능합니다.
다이애나의 바나나와 같은 초기 채택자는 지난해 플랫폼에서 40%의 판매 성장률을 보고했으며, Kettle & Fire, Talking Rain Beverage Company 및 Mondelēz와 같은 다른 브랜드도 파일럿 프로그램에서 긍정적인 결과를 얻었습니다. 이 이니셔티브는 여러 채널에서 광고 구매를 간소화하여 브랜드가 발견에서 구매까지 다양한 접점에서 소비자에게 도달할 수 있도록 하는 것을 목표로 합니다.
Instacart (CART) a annoncé l'expansion de la publicité en magasin sur les Caper Carts, ses chariots intelligents alimentés par IA, à tous ses plus de 7 000 partenaires de marque. À partir d'avril 2025, les marques pourront exécuter des campagnes unifiées à la fois sur le Marketplace d'Instacart et sur les écrans numériques des Caper Carts en magasin.
La technologie des chariots intelligents propose une publicité consciente de l'inventaire et des allées, affichant des annonces uniquement lorsque les consommateurs se trouvent dans des allées pertinentes avec des articles en stock. Les clients passent en moyenne 30 minutes à faire leurs courses avec les Caper Carts, disponibles dans plus de 60 villes américaines chez des détaillants tels qu'ALDI, Kroger, Schnucks et Wakefern.
Les premiers utilisateurs comme Diana's Bananas ont signalé une croissance des ventes de 40 % sur la plateforme l'année dernière, tandis que d'autres marques, dont Kettle & Fire, Talking Rain Beverage Company et Mondelēz, ont obtenu des résultats positifs grâce au programme pilote. L'initiative vise à simplifier l'achat de publicité sur plusieurs canaux, permettant aux marques d'atteindre les consommateurs à divers points de contact, de la découverte à l'achat.
Instacart (CART) hat die Erweiterung der In-Store-Werbung auf Caper Carts, seinen KI-gesteuerten Smart Carts, für alle über 7.000 Markenpartner angekündigt. Ab April 2025 können Marken einheitliche Kampagnen sowohl im Instacart Marketplace als auch auf den digitalen Bildschirmen der Caper Carts im Geschäft durchführen.
Die Smart Cart-Technologie bietet werbewirksame Anzeigen, die sich des Bestands und der Gänge bewusst sind und Anzeigen nur dann anzeigen, wenn Verbraucher sich in relevanten Gängen mit vorrätigen Artikeln befinden. Kunden verbringen im Durchschnitt 30 Minuten mit dem Einkaufen mit Caper Carts, die in über 60 US-Städten bei Einzelhändlern wie ALDI, Kroger, Schnucks und Wakefern erhältlich sind.
Frühzeitige Anwender wie Diana's Bananas berichteten im vergangenen Jahr von einem Verkaufswachstum von 40 % auf der Plattform, während andere Marken wie Kettle & Fire, Talking Rain Beverage Company und Mondelēz positive Ergebnisse aus dem Pilotprogramm verzeichneten. Die Initiative hat das Ziel, den Kauf von Werbung über mehrere Kanäle zu vereinfachen, sodass Marken Verbraucher an verschiedenen Kontaktpunkten von der Entdeckung bis zum Kauf erreichen können.
- Expansion to 7,000+ brand partners increases advertising revenue potential
- Average shopping time of 30+ minutes per cart provides significant ad exposure
- Presence in 60+ US cities with major retailers indicates strong market penetration
- Early adopter Diana's Bananas reported 40% sales growth on the platform
- Additional advertising formats still pending future release
- to grocery stores currently using Caper Cart technology
Insights
Instacart's expansion of Caper Cart advertising represents a significant growth opportunity in the booming retail media space. By enabling its 7,000+ brand partners to advertise on in-store smart carts, Instacart is creating a true omnichannel solution that bridges digital and physical shopping experiences—a unique competitive advantage in the fragmented retail media landscape.
This move strategically captures advertising dollars at the most critical moment: when shoppers are actively making purchase decisions in-store. With customers spending 30+ minutes per shopping trip with Caper Carts, brands gain extended exposure in a captive environment. The inventory-aware and aisle-aware technology ensures ads appear only when relevant—dramatically improving efficiency compared to traditional in-store advertising.
The testimonials from both established CPGs like Mondelēz and challenger brands like Diana's Bananas (reporting 40% sales growth on Instacart last year) demonstrate cross-category appeal. This positions Instacart to capture incremental high-margin advertising revenue from both enterprise clients and smaller brands typically priced out of premium retail placements.
The automatic syndication of existing digital campaigns to physical stores creates a compelling value proposition by reducing campaign management complexity while expanding reach—addressing a key pain point for CPG marketers navigating hundreds of retail media networks.
This advertising expansion represents a material revenue diversification opportunity for Instacart beyond its core delivery business. The retail media sector is experiencing explosive growth with higher margins than traditional grocery operations, making this a strategically sound investment area.
By leveraging its existing Caper Cart technology infrastructure across 60+ cities, Instacart can generate incremental advertising revenue with minimal additional capital expenditure. The seamless extension of digital campaigns to physical stores creates an efficiency multiplier that should improve ROI for advertisers while commanding premium rates for Instacart.
The automated syndication model is particularly compelling as it creates a scalable revenue stream that grows proportionally with Caper Cart deployment without requiring additional sales or operations headcount. This creates operating leverage that should positively impact margins over time.
Importantly, Instacart's ability to attract both category leaders like Mondelēz and emerging brands demonstrates market validation across multiple customer segments. The Diana's Bananas case study showing 40% year-over-year sales growth provides evidence that Instacart's advertising ecosystem delivers measurable results that could justify increased advertising spend allocation from CPG partners.
This development strengthens Instacart's competitive positioning against both pure-play e-commerce platforms and traditional brick-and-mortar retailers by creating unique cross-channel advertising capabilities that neither competitor group can fully match.
Brands Can Now Reach Customers Online and In-Store with One Campaign Across the Instacart Ads Ecosystem
CPG Brands of All Sizes Including Diana's Bananas, Kettle & Fire, Talking Rain Beverage Company, and Mondelēz's OREO, RITZ, HALLS and Sour Patch Kids are Seeing Results from Syndicating Ads to Caper Carts
Beginning in April, new and existing shoppable display campaigns will seamlessly extend across the Instacart Marketplace and in-store on the Caper Cart digital screens with no additional work required from brand partners. Caper Cart ads are inventory- and aisle-aware, which means that ad campaigns will only extend to carts when consumers are in relevant aisles and where items are in stock. For example, Diana's Bananas can launch an Easter campaign through Instacart Ads Manager, showcasing its various flavors both online and in-store. Customers browsing the Instacart Marketplace can see the ad online, while in-store customers can see it on the digital screen of the Caper Cart. On the Caper Cart, customers can see the ad in the frozen aisle, add the item to their basket, and check out directly from the cart.
"We've built Instacart Ads to drive results for brands on our platform, and have proven that this also drives incremental in-store sales," said Instacart's VP of Ads Product Ali Miller. "Brands face the complexity of navigating hundreds of retail media networks, and we want to make that easier. Now, they can create one campaign with Instacart to drive engagement and reach at scale across the Instacart Ads ecosystem. We're proud to have built a one-stop advertising platform with best-in-class performance and measurement that brands trust, and this continues to shape our roadmap to reach consumers across all channels."
Today's consumers rarely utilize just one channel to discover and purchase products; they might browse online, visit retailers' sites, and then purchase in-store. The Instacart Ads ecosystem enables brands to connect with consumers through cohesive, omnichannel campaigns – reaching them at every touchpoint, from discovery to purchase. Instacart Ads eliminates the complexity of managing multiple ad campaigns across various channels, whether that's the Instacart marketplace, in-store, across 220+ e-commerce sites, or with strategic off-platform extensions with partnerships, such as Google, Instagram, The Trade Desk, NBCUniversal, and YouTube.
As part of the Instacart Ads ecosystem, ads on Caper Carts are an in-store retail media offering that is an extension of the Instacart performant, online advertising products and solutions. On average, customers spend more than 30 minutes shopping in-store with a Caper Cart. For advertisers, it is an opportunity to influence a consumer's purchasing decisions in real-time in the aisles of a grocery store. Caper Carts are available at grocery stores across more than 60 cities in the US, including ALDI, Kroger, Schnucks, and Wakefern, as well as many regional and local independent grocers.
Today's news follows a successful Caper Cart ads pilot earlier this year where more than 50 CPG partners, from category leaders like Mondelēz, to challenger brands including Diana's Bananas, Kettle & Fire, Talking Rain Beverage Company, tested this new capability.
"Instacart Ads is one of our highest-performing platforms and has helped us increase brand awareness, support retail growth, and acquire new customers," said Niccolo Gloazzo, Sr. Director of Media & Omnichannel at Kettle and Fire. "Because of their easy to use ad buying interface, we've been able to deploy impactful campaigns that meet our business objectives. Today's announcement that our Instacart Ads campaigns will now automatically syndicate to Caper Carts underscores their team's commitment to innovation and to helping brands of all sizes seamlessly advertise and reach consumers whether they're shopping online or in-store."
"Diana's has been crafting premium chocolate-covered frozen bananas since 1984 and today, we're proud to have nationwide retail distribution. Instacart has been an important partner in our marketing strategy, helping us grow sales on their platform by
"Instacart continues to simplify ad buying for challenger brands like ours," said Brock Hendricks, Director of Digital Commerce at Talking Rain Beverage Company. "As early adopters of this pilot program, we've been able to serve Sparkling Ice's flavorful variety directly to customers shopping in brick-and-mortar stores. The ability to engage consumers across multiple channels with a single campaign has proven to be incredibly valuable."
"We value our collaborative partnership with Instacart where we're able to test and learn alongside each other as they roll out new technology," said Mindy Shaltry, Senior Director, Omnichannel Marketing & Activation, Mondelēz International. "We were excited to be part of the Caper Carts test to maximize the impact of our Instacart investments. This in-store ad enabled us to seamlessly connect with more consumers during key seasonal moments, featuring RITZ crackers and OREO cookies for the Big Game, Sour Patch Kids for Valentine's Day, and HALLS during cold and flu season."
Instacart brand partners can expect additional Instacart Ads formats to extend to Caper Carts in the coming months.
About Instacart
Instacart, the leading grocery technology company in
For more information, visit www.instacart.com/company, and to start shopping, visit www.instacart.com. Maplebear Inc. is the registered corporate name of Instacart.
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SOURCE Maplebear Inc. dba Instacart
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