• by Wayne Friedman , May 6, 2024

Looking to ramp up performance-based advertising efforts for better business outcomes, NBCUniversal has started a new retail media partnership with Instacart to help consumer packaged goods advertisers with their campaigns.

The grocery-delivery company will look to provide new first-party purchase data from CPG brands connected to advertising exposure on NBCUniversal’s streaming content in order to measure the impact of brand campaigns.  

The new offering for advertisers will begin with streaming content in the second quarter of this year, and will then expand to linear TV.

“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, in a release. 

The original partnership between NBC and Instacart's used streaming content from Peacock linking grocery delivery with key programming/content moments.  

Instacart believes its effort may have wider reach for these advertisers, moving into other channels.

“We’re committed to helping CPG brands connect with and inspire high-intent consumers wherever they advertise,” says Tim Castelli, vice president of global advertising sales at Instacart. “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."