Pinterest and grocery delivery platform Instacart have announced a new partnership that will enable Pinterest advertisers to target their ads based on Instacart engagement data, while also making Pinterest ads directly shoppable via the Instacart platform.
Which could be of specific value for food and recipe-related brands, enabling them to tap into Instacart customer and engagement insights to better target their Pin promotions.
Which is likely the main value here.
As explained by Instacart:
“In the initial phase of the partnership, select brands advertising on Pinterest will be able to advertise their products to Instacart first-party audience segments - built from real-world retail purchase behavior - to reach high-intent consumers with more precision. A second phase is expected to introduce closed-loop measurement, which would tie Pinterest ads to actual product sales across the Instacart Marketplace of over 1,800 retailers, and help prove campaign impact with real purchase data.”
So now, retail advertisers on Pinterest will be able to access Instacart audience info, so that they can focus their ads on high-intent shoppers in the app.
Which will be valuable. Instacart says that it works with more than 1,800 national, regional, and local retailers to facilitate shopping, delivery and pickup services from nearly 100,000 stores across North America. The data that it has, then, relates to specific purchase trends, and product preferences, enabling higher value targeting for promotions.
Maybe that enables you to advertise your restaurant, or food delivery service, or maybe it will predominantly be used by CPG brands to connect with users looking for specific items.
Whatever the usage, the added insight from Instacart will definitely enhance Pinterest’s targeting tools, providing more information for your outreach.
And in addition, as noted, Pinterest ads will become directly shoppable via Instacart, enabling Pinterest users to complete a purchase in just a few clicks.
“Imagine pinning a cocktail recipe and being able to instantly order the ingredients, or discovering a new clean beauty brand and getting it delivered to your door in as fast as 30 minutes.”
Pinterest continues to build out its shopping options, and expand its online marketplace, with a view to becoming the virtual shopping mall for more sectors. It may not be able to match Amazon on this front, but with its expanding range of products, and smarter search tools, it is becoming a more all-encompassing platform for various shopping needs.
