Omnicom Announces Partnership with Instacart to Enhance Measurement Capabilities and Increase ROI for CPG Brands

CANNES, FranceJune 21, 2022 /PRNewswire/ — Omnicom Media Group (OMG), the media services division of Omnicom Group Inc. (NYSE: OMC) today announced an expanded strategic partnership with Instacart that will deliver a broad range of benefits to Omnicom customers, most notably in providing new measurement capabilities.

Omnicom made the announcement during the second day of the Cannes Lions International Festival of Creativity and outlined details of the collaboration, including account management, product first looks and product roadmap consultation. Specifically, Instacart is building a roadmap to operate within Omni’s cleanroom infrastructure – Omnicom’s open operating system that orchestrates better outcomes for customers throughout the consumer purchase journey – building on previously announced partnerships with NBC & Disney for planning and metering in the Omni clean rooms.

With one of the largest supermarket catalogs in the world, Instacart has insight into the entire customer journey – from search to checkout – through various touchpoints. Instacart provides CPG brands with aggregated, anonymized, and store-agnostic data insights across the Instacart app that help advertisers better understand their customers’ online shopping behavior.

Omnicom has been a valuable partner to Instacart and this expanded relationship will have a real impact for the agency’s clients,” said Omnicom. Ryan Maywardvice president of advertising sales at Instacart.”

Mayward explains the benefits of adding Instacart to an Omni cleanroom that also includes NBC and Disney data. Media investments by Omnicom customers in NBC and Disney properties. In the future, for example, a cleaning products brand may better understand how its ads on Hulu drove purchases of its products on Instacart. We can also delve deeply into cart analytics and content consumption trends with Omnicom to help that brand understand which products are most popular with the public. Our vision is to equip CPG brands with the data and store insights they need to better understand their business and identify growth opportunities.”

A summary of the long-term benefits and implications of the partnership, Omnicom Media Group Chief Activation Officer Megan Pagliuca said, “By collaborating on metrics and insights, Omnicom and Instacart can help brands transform top-of-funnel, brand-building marketing channels into results-driven media.”

The collaboration with Instacart is the second in a series of commercial partnerships that Omnicom is announcing during the Cannes Lions Festival. “With each partnership, we add a new layer of unique capabilities to a connected commerce offering that spans the entirety of customer investments across all media channels, screens and environments,” said Omnicom eCommerce CEO Frank Cookenash

About Omnicom Media Group
Omnicom Media Group (OMG) is the media services division of Omnicom Group Inc. (NYSE: OMC), a leading global marketing and corporate communications company, serving more than 5,000 clients in more than 70 countries. Omnicom Media Group includes full-service media agencies Hearts & ScienceOMD and PHD † performance marketing agency SolutionOptimal sports media and marketing† and the Annalect data and analytics division that developed and operates the Omni open operating system that orchestrates better outcomes for customers throughout the consumer marketing journey.

About Instacart
Instacart is the leading online grocery platform in North America. Instacart shoppers offer same-day delivery and collection services to bring fresh groceries and daily necessities to busy people and families in the US and Canada. Instacart partners with more than 700 beloved national, regional and local retailers, including unique brand names, to deliver from more than 65,000 stores in more than 5,500 cities across North America. Instacart’s platform is available to more than 85% of US households and 90% of Canadian households. The company’s advanced business technology also powers the e-commerce platforms of some of the world’s largest retail players and supports their white-label websites, applications and delivery solutions. Instacart offers an Instacart Express membership with a reduced service fee and unlimited free delivery on orders over $35. For more information, visit www.instacart.com. For anyone interested in becoming an Instacart shopper, visit https://shoppers.instacart.com/.

SOURCE OMD

Leave a Reply