Instacart Launches 'Immersive Feed' Video Ad Pilot with Hellmann's and Kettle & Fire
CART•Instacart launched Immersive Feed, a pilot vertical video ad format in select storefronts, enabling consumers to add items from sponsored recipe clips to their cart. Partners Hellmann's, Kettle & Fire, Rachael Ray Nutrish and Siete Foods are piloting the format, with expansion planned across 9,000+ brands later this year.
1. Pilot Introduction
Instacart has introduced Immersive Feed, a short-form vertical video ad experience in select retail product pages, allowing shoppers to scroll through videos showcasing meals and recipes and add featured items directly to their cart.
2. Brand Partner Pilots
Hellmann's, Kettle & Fire, Rachael Ray Nutrish and Siete Foods are participating in the early pilot, supplying content ranging from appetizer pairings to pet food recipes, integrating sponsored videos into the shopping interface.
3. Engagement and Conversion Metrics
The format builds on existing Inspiration Ads that drive an average of 78% out-of-aisle impressions and 43% new-to-brand sales for Recipe Ads and 90% out-of-aisle impressions with 36% new-to-brand sales for Occasion Ads, aiming to boost ad engagement and conversion.
4. Expansion Plans
Initially available as 5-to-30-second 9:16 videos through Instacart Ads Manager, Immersive Feed is set to roll out to all 9,000+ brand partners and include organic third-party and creator content later this year.
