Uber Continues Commerce Media Push as Sprouts Launches its Own Media Network Powered by Instacart
As the retail media landscape continues to grow, Uber is expanding the types of ads available to CPG brands on the Uber Eats platform, and Sprouts Famers Market is leveraging Instacart’s Carrot Ads platform to launch its own retail media network.
Sprouts Expands Instacart Partnership to Include Retail Media Offerings
Sprouts Farmers Market has launched its own retail media network powered by Instacart’s Carrot Ads. The two companies have been partners since 2018, in a collaboration that spans same-day delivery, curbside pickup, EBT SNAP payments, virtual convenience, alcohol delivery and pickup and now advertising. The Sprouts website and app are also powered by Instacart Platform, which is Instacart’s technology suite for grocers. Carrot Ads is part of Instacart Platform and makes Instacart Ads technologies available on retailer’s own websites.
The addition of Carrot Ads to its suite of Instacart-powered solutions will now enable Sprouts to offer brands access to its consumers via advertising on its website. In addition to allowing brands to increase the reach of their Instacart Ads campaigns to include the Sprouts ecommerce experience, brands now also have the ability to target ad campaigns to consumers specifically on the Sprouts ecommerce ecosystem. Brand partners will also have access to metrics, such as attributed sales and return on ad spend (ROAS) from their Sprouts campaigns.
“At Sprouts, we are committed to serving our health-enthusiast customers and are excited to offer new ways to connect them with our innovative and distinctive brand partners,” said Nick Konat, President and COO of Sprouts Farmers Market in a statement. “By leveraging Instacart’s ad technology, we are enabling this connection — and giving our brand partners even more ways to grow with us and our customers.”
Califia Farms, General Mills, Primal Kitchen and Siete Family Foods are among the first brands to use Carrot Ads to reach consumers shopping with Sprouts online.
“We’re thrilled to continue partnering with Instacart and Sprouts because we recognize that many people seeking delicious, dairy-free products are turning to both online platforms,” said Halee Patel Newton, VP of Ecommerce at Califia Farms in a statement. “Thanks to Carrot Ads, our online ad campaigns can seamlessly extend across both sites, which allows us to reach a broader audience and increase our brand’s visibility. This approach makes managing multiple campaigns easier and less complex as we scale.”
Brand partners are currently running Instacart Ad campaigns across more than 1,100 retail banners, which now includes Sprouts. “We’re committed to providing all grocers with the technology they need to serve their customers better — no matter how they choose to shop,” said Chris Rogers, Chief Business Officer at Instacart in a statement. “We are proud to deepen our partnership with Sprouts and bring their vision for a new retail media network to life. We’re seeing so much growth in the retail media space, as these networks provide a huge opportunity for retailers to open new revenue streams, enhance the customer experience and increase loyalty.”
Uber Tests New Ad Format with PepsiCo
Uber has expanded the available advertising surfaces on the Uber Eats platform, giving CPG brands the opportunity to buy Sponsored Items ads directly on the Uber Eats app. The new offering is currently available in the U.S. and Canada and will expand internationally by the end of 2023.
“Uber is uniquely positioned to connect brands with consumers at every stage along the path to purchase,” said Travis Colvin, General Manager of New Vertical Ads at Uber in a statement. “As investment behind commerce media continues to accelerate in 2023 and beyond, we’re focused on broadening our capabilities to enable CPG brands to unlock the full potential of Uber’s advertising platform. We look forward to expanding the portfolio of products we’re making available to our CPG partners in the months ahead.”
The new Uber Eats advertising offerings are being powered by Criteo’s Commerce Media Platform. CPG brands can now promote their brand and products via Sponsored Items activations on the Uber Eats app, with the launch of additional formats, surfaces and markets anticipated in the coming months.
“Delivery is no longer restaurant-based — it’s all-things commerce — and Uber is paving the way for the industry by developing advertising solutions that integrate commerce moments into consumers’ daily lives,” said Brian Gleason, Chief Revenue Officer of Criteo in a statement.
PepsiCo served as Uber’s exclusive beverage alpha partner for the Sponsored Items offering. “As a consumer-centric CPG company, we are always focused on reaching people with the right product, in the right place, at the right time,” said Alison Dempsey, Head of Ecommerce Customer Marketing at PepsiCo in a statement. “Sponsored Items allows us to connect with Uber customers at the point of purchase, driving awareness and conversion of our brands.”