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2021 Amazon & Retail
Media Virtual Summit
2021 Amazon Advertising Strategies
10:00 – 10:45am PST | 1:00 – 1:45pm EST
DAY 1 - WEDNESDAY, FEBRUARY 24TH
Unpacking Amazon’s A9 Algorithm
10:50 – 11:20am PST | 1:50 – 2:20pm EST
Amazon Creative that Converts
11:25 – 11:55pm PST | 2:25 – 2:55pm EST
Advanced Amazon Operations
12:00 – 12:30pm PST | 2:00 – 2:30pm EST
The Emergence of Retail Media
10:00 – 10:45am PST | 1:00 – 1:45pm EST
DAY 2 - THURSDAY, FEBRUARY 25TH
What’s Next in Walmart
10:50 – 11:20am PST | 1:50 – 2:20pm EST
Win Big on Instacart
11:25 – 11:55pm PST | 2:25 – 2:55pm EST
Win Big on
Instacart’s
Self-Service
Ad Platform
The ‘Everything Offline’ Store
Today’s Logistics
Analicia Santaella
Partner Marketing Manager
Recording & slides will be sent
by end of week
01
Submit questions for live Q&A
04
03
Download relevant resources
Log back anytime with same link
02
02
Join our poll questions
05
Some of
our clients
Our
Recognition
Tinuiti is the largest independent performance
marketing agency across the triopoly.
Our Speakers
ELIZABETH MARSTEN
Senior Director, Strategic
Marketplace Services
AMANDA CAMPOS
Senior Manager, Insights
Agenda
● Instacart Platform Updates
● Product Content Overview
● Instacart Advertising
● Live Q&A
6
Poll Question
What did you do for Superbowl game
day eats this year?
● There was a Superbowl?
● Ordered from Instacart
● Ordered pickup/curbside
● Went into the store
Instacart Platform
Updates
8
Instacart | Confidential
Instacart | Confidential
INSTACART PLATFORM
We are still seeing unprecedented growth
500% YOY
Since the start of the pandemic,
we've seen customer order volume
surge by as much as 500% YoY.
5 YEARS
We saw 5 years of growth in 5
weeks, and today our business has
a new resting heart rate.
300% YOY
We’re still growing with transaction
volume - what we call GTV - up
300% year-over-year in December.
Instacart | Confidential
INSTACART PLATFORM
We’ve added Meijer,
Family Dollar, and
Walgreens
and continue to
be the “Go-to” Delivery
Service
Instacart has continued to partner with new retailers and expand over
the course of the last year. Since the start of 2020, Instacart has
partnered with more than 150 new retailers and welcomed more than
15,000 new store locations to the marketplace.
We’re incredibly proud of these new and expanded partnerships,
which include:
Takeaway
Our focus is grocery, but we are
continuing to add more non-food
selection for consumers across
the marketplace.
...as well as dozens of local grocers
across America.
Instacart | Confidential
INSTACART PLATFORM
Our marketplace and our reach is bigger than
ever before
Fast delivery + ability to build the full basket
600+
Retail
Partners
85%+
Available to US
Households
45k
Stores
500k
Dedicated
Shoppers
5.5k+
Cities
70%+
Available to
Canada Households
24
States w/alcohol
delivery
Instacart | Confidential
INDUSTRY TRENDS
Forecasted Growth and Size of Online Grocery
Continues to Increase
30% of all food & bev sales by 2025
2019
4%-5%
2025
Up to 30%
2020
9-10%
2021 - 2024
Online grocery
growth 15X faster
than brick & mortar
$143 B
FMI / Nielsen
forecast
Source: JPMorgan Online Grocery Landscape Report, FMI & Nielsen Study
Instacart | Confidential
● IC $66M
● Advertiser X $17M
● IC $365M
● Advertiser X $92M
Conversion Opportunity Buy Rate Opportunity
INDUSTRY TRENDS
Within Instacart Universe alone, we recognize a
tremendous opportunity
Instacart | Confidential
B&M IC
Cat Conv $/Customer Trips
100%
75%
50%
25%
0%
50
40
30
20
10
0
8
6
4
2
0
Advertiser X’s opportunity
to drive conversion and buy
rate is 45x a single share
point gain
Instacart | Confidential
JANUARY YOY SEARCHES
Searches for home cooking seeing highest growth
among top volume searches
Top 25 Search Categories by Search Volume
Instacart | Confidential
JANUARY YOY SEARCHES
COVID, personal care, baking, and Valentine’s Day
related searches growing the fastest YoY
Jan’21 Top 25 Search Categories by YoY Growth
Instacart | Confidential
While it isn’t as big as last year, we are still seeing customers lean into non-alcoholic beverages in January
Alcohol $ Share of total
Beverages
(‘Share of Stomach”)
37%
Dec 2020
30%
Jan 2021
28%
Jan 2020
DRY JANUARY
Dry January is still a thing despite COVID lock downs
Instacart | Confidential
Instacart | Confidential
Note: Alcohol declined -26% month over month Note: Alcohol grew 250% vs. last Jan
Healthier categories growing vs. last month
Probiotics, Smoothies (especially Green Blends), Sports
Drinks, Chai Tea, Fruit/Veg Blends (with Strawberry very
popular), and Coconut Water
Compared to January 2020, customers increasingly
drinking more unique replacements for Alcohol:
Apple Cider, Tonic Water, Lemon/Limeade
DRY JANUARY
Customers trading in alcohol for healthier options
Instacart | Confidential
SUPERBOWL REGIONAL RECAP
Tampa Bay fans hydrated with healthy beverages
while Kansas City fans focused on snacks
Category
% Basket Penetration
Index to Total US Basket
Penetration
Dips/Spreads: Dips 14.7% 149
Salty Snacks: Tortilla
Chips 16.8% 145
Prepared Foods:
Potatoes 12.4% 128
Beverages: Soft Drinks 21.0% 123
Salty Snacks: Tortilla
Chips 16.8% 145
Salty Snacks: Potato
Chips 13.6% 120
Category % Basket Penetration
Index to Total US Basket
Penetration
Beverages: Ready to
Drink Tea 6.4% 147
Prepared Foods: Sides 5.5% 120
Dips/Spreads: Dips 11.7% 119
Beverages: Water 12.7% 117
Prepared Foods:
Potatoes 10.9% 113
Salty Snacks: Potato
Chips 11.9% 105
Salty Snacks: Tortilla
Chips 11.7% 101
Data reflects key categories sorted by index to Total US basket penetration with basket penetration >1%, for 1/31/20 - 2/5/20
VS
Poll Question
Which Superbowl team’s fan menu do
you prefer?
● Kansas City
● Tampa Bay
Product Content Overview
20
Content on Instacart
What if a product isn’t
showing up on Instacart at
a retailer that it should be?
The product might not be
listed in the file that the
retailer is sending to
Instacart.
First best step is to connect
with your retailer POC on
what the included
assortment is.
What if my content is
outdated?
Images: Start with your
Instacart Account Manager
to understand if your CSP is
one of the preferred CSPs
Instacart works with.
If not, contact your retailer
point of contact and ask for
a correction.
Or manually submit correct
images via Jotform so
Instacart can hide the
outdated content.
What if my item has no
image associated with it on
Instacart?
Your products are not
eligible for featured product
placements without an
image. As much as we all
like a good mystery, it’s
really a poor user
experience.
Where does Instacart
content come from?
Content Service Providers
(CSPs)
Retailer provided inventory
files delivered to Instacart
daily.
Jotform submission
process - you’ll need an
Instacart Account
Executive for this one.
Instacart
Advertising
Growing on the Everything Offline Store
22
The Opportunity Today
● Volume. Volume. VOLUME.
● Pre-qualification of the user
● Demand level is literally off the
charts
● Effective, second price, CPC
auction
● Powerful habit building repeat
users (Express), repeat
purchasers
Things to Consider Before Getting Started
● The Everything Catalog
● Walk the store
● Prioritizing SKUs and
information, imagery
● Number of retailers: mass or
specialty
● Number of stores
● Remember - physical items
sitting on a shelf
● Items are available,
consistently
● Number of items available
across retailers/stores
Content Distribution Catalog Size
Focus on Featured Products
Featured Product Placements - Browse
Homepage Department
Featured Product Placements - Search
Search In-Grid Results Item Detail Page
Featured Product Placements - Personalized
Cart Checkout Buy It Again / My Items
Featured Products Details
● Second price auction - similar to Amazon and Google, meaning you pay .01 more than the next highest bid
● Able to bid on different child SKUs (sizes, flavor variants)
● Exact match keywords only today
● 14 day click attribution, tied to the last clicked UPC
● All UPCs have a history across the Instacart network, 24-48 hrs after campaign creation, organic search terms will auto
populate in the account, cutting down on initial test and learn time
● Each UPC has its own quality score - so the more popular variants will appear more often (for example a 16 oz size
instead of a 32 oz size)
Paced Spending
● Uses the campaign end date to determine a daily
budget and serves accordingly
● Can run out earlier in the day as a result (most
Instacart shoppers place orders later in the day)
● Daily missed impressions report from Instacart
Balancing the Budget
Max Impressions
● Budget that serves impressions continuously until
the lifetime budget amount is hit.
No minimum budget required, but recommend at reviewing how many SKUs you have (including variations), how many store
locations and what your historical sales have been via Instacart without advertising and applying how much you’d like to grow that.
Rule of thumb - $500/SKU/month at minimum.
Campaign Structure & Bidding
● A granular campaign structure is best
○ Campaign - Ad Group - Product(s) -
Keywords
○ Group by category at the campaign level
○ Ad group by product (can be a single
SKU) with variations (like sizes, flavors)
○ Bid at the keyword and/or ad group level
● Bid strength - at the ad group and keyword levels
○ Default or Override
○ Strong or weak (green, yellow, red)
○ Suggested maximum bid
Keywords
● Exact match only
○ Head and long tail terms (yes including plurals)
○ Your brand terms
○ Competitor brand name terms
● Set Up
○ Campaign (based on budget needs)
○ Ad groups
■ Competitor terms separated out
■ Control at ad group bid level
■ Ad group bid influences placements that are not search (browse, personalized)
Resources
Instacart Advertising Blog on Medium
Instacart Ads: Everything You Need to Know (Tinuiti Blog)
Help Center in Instacart Ads Platform
Schedule Your
Consultation
with an Instacart
Expert
Q&A
Thank you!

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Win Big on Instacart’s Self-Service Ad Platform

  • 1. 2021 Amazon & Retail Media Virtual Summit 2021 Amazon Advertising Strategies 10:00 – 10:45am PST | 1:00 – 1:45pm EST DAY 1 - WEDNESDAY, FEBRUARY 24TH Unpacking Amazon’s A9 Algorithm 10:50 – 11:20am PST | 1:50 – 2:20pm EST Amazon Creative that Converts 11:25 – 11:55pm PST | 2:25 – 2:55pm EST Advanced Amazon Operations 12:00 – 12:30pm PST | 2:00 – 2:30pm EST The Emergence of Retail Media 10:00 – 10:45am PST | 1:00 – 1:45pm EST DAY 2 - THURSDAY, FEBRUARY 25TH What’s Next in Walmart 10:50 – 11:20am PST | 1:50 – 2:20pm EST Win Big on Instacart 11:25 – 11:55pm PST | 2:25 – 2:55pm EST
  • 2. Win Big on Instacart’s Self-Service Ad Platform The ‘Everything Offline’ Store
  • 3. Today’s Logistics Analicia Santaella Partner Marketing Manager Recording & slides will be sent by end of week 01 Submit questions for live Q&A 04 03 Download relevant resources Log back anytime with same link 02 02 Join our poll questions 05
  • 4. Some of our clients Our Recognition Tinuiti is the largest independent performance marketing agency across the triopoly.
  • 5. Our Speakers ELIZABETH MARSTEN Senior Director, Strategic Marketplace Services AMANDA CAMPOS Senior Manager, Insights
  • 6. Agenda ● Instacart Platform Updates ● Product Content Overview ● Instacart Advertising ● Live Q&A 6
  • 7. Poll Question What did you do for Superbowl game day eats this year? ● There was a Superbowl? ● Ordered from Instacart ● Ordered pickup/curbside ● Went into the store
  • 9. Instacart | Confidential Instacart | Confidential INSTACART PLATFORM We are still seeing unprecedented growth 500% YOY Since the start of the pandemic, we've seen customer order volume surge by as much as 500% YoY. 5 YEARS We saw 5 years of growth in 5 weeks, and today our business has a new resting heart rate. 300% YOY We’re still growing with transaction volume - what we call GTV - up 300% year-over-year in December.
  • 10. Instacart | Confidential INSTACART PLATFORM We’ve added Meijer, Family Dollar, and Walgreens and continue to be the “Go-to” Delivery Service Instacart has continued to partner with new retailers and expand over the course of the last year. Since the start of 2020, Instacart has partnered with more than 150 new retailers and welcomed more than 15,000 new store locations to the marketplace. We’re incredibly proud of these new and expanded partnerships, which include: Takeaway Our focus is grocery, but we are continuing to add more non-food selection for consumers across the marketplace. ...as well as dozens of local grocers across America.
  • 11. Instacart | Confidential INSTACART PLATFORM Our marketplace and our reach is bigger than ever before Fast delivery + ability to build the full basket 600+ Retail Partners 85%+ Available to US Households 45k Stores 500k Dedicated Shoppers 5.5k+ Cities 70%+ Available to Canada Households 24 States w/alcohol delivery
  • 12. Instacart | Confidential INDUSTRY TRENDS Forecasted Growth and Size of Online Grocery Continues to Increase 30% of all food & bev sales by 2025 2019 4%-5% 2025 Up to 30% 2020 9-10% 2021 - 2024 Online grocery growth 15X faster than brick & mortar $143 B FMI / Nielsen forecast Source: JPMorgan Online Grocery Landscape Report, FMI & Nielsen Study
  • 13. Instacart | Confidential ● IC $66M ● Advertiser X $17M ● IC $365M ● Advertiser X $92M Conversion Opportunity Buy Rate Opportunity INDUSTRY TRENDS Within Instacart Universe alone, we recognize a tremendous opportunity Instacart | Confidential B&M IC Cat Conv $/Customer Trips 100% 75% 50% 25% 0% 50 40 30 20 10 0 8 6 4 2 0 Advertiser X’s opportunity to drive conversion and buy rate is 45x a single share point gain
  • 14. Instacart | Confidential JANUARY YOY SEARCHES Searches for home cooking seeing highest growth among top volume searches Top 25 Search Categories by Search Volume
  • 15. Instacart | Confidential JANUARY YOY SEARCHES COVID, personal care, baking, and Valentine’s Day related searches growing the fastest YoY Jan’21 Top 25 Search Categories by YoY Growth
  • 16. Instacart | Confidential While it isn’t as big as last year, we are still seeing customers lean into non-alcoholic beverages in January Alcohol $ Share of total Beverages (‘Share of Stomach”) 37% Dec 2020 30% Jan 2021 28% Jan 2020 DRY JANUARY Dry January is still a thing despite COVID lock downs
  • 17. Instacart | Confidential Instacart | Confidential Note: Alcohol declined -26% month over month Note: Alcohol grew 250% vs. last Jan Healthier categories growing vs. last month Probiotics, Smoothies (especially Green Blends), Sports Drinks, Chai Tea, Fruit/Veg Blends (with Strawberry very popular), and Coconut Water Compared to January 2020, customers increasingly drinking more unique replacements for Alcohol: Apple Cider, Tonic Water, Lemon/Limeade DRY JANUARY Customers trading in alcohol for healthier options
  • 18. Instacart | Confidential SUPERBOWL REGIONAL RECAP Tampa Bay fans hydrated with healthy beverages while Kansas City fans focused on snacks Category % Basket Penetration Index to Total US Basket Penetration Dips/Spreads: Dips 14.7% 149 Salty Snacks: Tortilla Chips 16.8% 145 Prepared Foods: Potatoes 12.4% 128 Beverages: Soft Drinks 21.0% 123 Salty Snacks: Tortilla Chips 16.8% 145 Salty Snacks: Potato Chips 13.6% 120 Category % Basket Penetration Index to Total US Basket Penetration Beverages: Ready to Drink Tea 6.4% 147 Prepared Foods: Sides 5.5% 120 Dips/Spreads: Dips 11.7% 119 Beverages: Water 12.7% 117 Prepared Foods: Potatoes 10.9% 113 Salty Snacks: Potato Chips 11.9% 105 Salty Snacks: Tortilla Chips 11.7% 101 Data reflects key categories sorted by index to Total US basket penetration with basket penetration >1%, for 1/31/20 - 2/5/20 VS
  • 19. Poll Question Which Superbowl team’s fan menu do you prefer? ● Kansas City ● Tampa Bay
  • 21. Content on Instacart What if a product isn’t showing up on Instacart at a retailer that it should be? The product might not be listed in the file that the retailer is sending to Instacart. First best step is to connect with your retailer POC on what the included assortment is. What if my content is outdated? Images: Start with your Instacart Account Manager to understand if your CSP is one of the preferred CSPs Instacart works with. If not, contact your retailer point of contact and ask for a correction. Or manually submit correct images via Jotform so Instacart can hide the outdated content. What if my item has no image associated with it on Instacart? Your products are not eligible for featured product placements without an image. As much as we all like a good mystery, it’s really a poor user experience. Where does Instacart content come from? Content Service Providers (CSPs) Retailer provided inventory files delivered to Instacart daily. Jotform submission process - you’ll need an Instacart Account Executive for this one.
  • 22. Instacart Advertising Growing on the Everything Offline Store 22
  • 23. The Opportunity Today ● Volume. Volume. VOLUME. ● Pre-qualification of the user ● Demand level is literally off the charts ● Effective, second price, CPC auction ● Powerful habit building repeat users (Express), repeat purchasers
  • 24. Things to Consider Before Getting Started ● The Everything Catalog ● Walk the store ● Prioritizing SKUs and information, imagery ● Number of retailers: mass or specialty ● Number of stores ● Remember - physical items sitting on a shelf ● Items are available, consistently ● Number of items available across retailers/stores Content Distribution Catalog Size
  • 25. Focus on Featured Products
  • 26. Featured Product Placements - Browse Homepage Department
  • 27. Featured Product Placements - Search Search In-Grid Results Item Detail Page
  • 28. Featured Product Placements - Personalized Cart Checkout Buy It Again / My Items
  • 29. Featured Products Details ● Second price auction - similar to Amazon and Google, meaning you pay .01 more than the next highest bid ● Able to bid on different child SKUs (sizes, flavor variants) ● Exact match keywords only today ● 14 day click attribution, tied to the last clicked UPC ● All UPCs have a history across the Instacart network, 24-48 hrs after campaign creation, organic search terms will auto populate in the account, cutting down on initial test and learn time ● Each UPC has its own quality score - so the more popular variants will appear more often (for example a 16 oz size instead of a 32 oz size)
  • 30. Paced Spending ● Uses the campaign end date to determine a daily budget and serves accordingly ● Can run out earlier in the day as a result (most Instacart shoppers place orders later in the day) ● Daily missed impressions report from Instacart Balancing the Budget Max Impressions ● Budget that serves impressions continuously until the lifetime budget amount is hit. No minimum budget required, but recommend at reviewing how many SKUs you have (including variations), how many store locations and what your historical sales have been via Instacart without advertising and applying how much you’d like to grow that. Rule of thumb - $500/SKU/month at minimum.
  • 31. Campaign Structure & Bidding ● A granular campaign structure is best ○ Campaign - Ad Group - Product(s) - Keywords ○ Group by category at the campaign level ○ Ad group by product (can be a single SKU) with variations (like sizes, flavors) ○ Bid at the keyword and/or ad group level ● Bid strength - at the ad group and keyword levels ○ Default or Override ○ Strong or weak (green, yellow, red) ○ Suggested maximum bid
  • 32. Keywords ● Exact match only ○ Head and long tail terms (yes including plurals) ○ Your brand terms ○ Competitor brand name terms ● Set Up ○ Campaign (based on budget needs) ○ Ad groups ■ Competitor terms separated out ■ Control at ad group bid level ■ Ad group bid influences placements that are not search (browse, personalized)
  • 33. Resources Instacart Advertising Blog on Medium Instacart Ads: Everything You Need to Know (Tinuiti Blog) Help Center in Instacart Ads Platform
  • 35. Q&A