NEW YORK — They’ve already enjoyed a strategic partnership. Now, the owner of the NBC and Telemundo TV networks is collaborating with Instacart on a new retail media partnership designed to provide additional opportunities for consumer packaged goods-focused advertisers.
The goal? Better strategic audiences across NBCUniversal‘s streaming platforms.
“With new retail media data collaboration, advertisers can reach digital savvy, purchase-minded consumers,” NBCU believes, as it expands its strategic partnership with Instacart.
“With this new first-party data collaboration, advertisers will be able to reach in-market consumers through NBCUniversal’s iconic streaming content and measure the impact of their campaigns by leveraging ad exposure and purchase data,” NBCU continues.
The offering is expected to launch by the end of June on NBCU’s streaming platforms. An expansion to its linear offerings is in the works and will come at an undisclosed future date.
Peacock is Instacart’s first official streaming partner.
“Advertisers are increasingly prioritizing strategic audiences, and with this partnership, CPG brands will be able to connect the next generation of grocery shoppers in a highly engaging environment,” said Alison Levin, President of NBCUniversal Advertising & Partnerships. “We will be leveraging NBCUniversal’s full portfolio and market-leading daily reach, combined with Instacart’s measurement & data capabilities, to drive results for marketers.”
Tim Castelli, Vice President of Global Advertising Sales at Instacart, added, “Online grocery shopping continues to grow in a post-COVID world and Instacart is the clear category leader. We’re committed to helping CPG brands connect with and inspire high-intent consumers wherever they advertise. Soon, NBCUniversal advertisers will be able to leverage Instacart’s first-party audience data to enhance their streaming campaigns and prove their campaigns’ efficacy with our closed-loop measurement. Consumers can see a CPG’s ad on streaming and get that product delivered to them via Instacart in as fast as an hour – it’s a win-win for both consumers and brands.”
