NBCUniversal and Instacart Expand Strategic Partnership To Open Up Audience-Based Advertising Opportunities for CPG Brands

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Press Release

NBCUniversal and Instacart Expand Strategic Partnership To Open Up Audience-Based Advertising Opportunities for CPG Brands

May 6, 2024

With New Retail Media Data Collaboration, Advertisers Can Reach Digital Savvy, Purchase-Minded Consumers

NBCUniversal and Instacart are collaborating on a new retail media partnership to provide more opportunities for CPG advertisers to better reach strategic audiences on streaming.

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.

The offering is expected to launch in Q2 on streaming, with plans to expand to linear.

This new retail media workstream builds on NBCUniversal and Instacart's existing strategic partnership, in which Peacock was the leading grocery technology company's first official streaming partner - marrying the convenience of grocery delivery with can't-miss content moments.

To date, Instacart and Peacock have aimed to deliver a great experience and exceptional value to their joint customers. With the expansion of this partnership, NBCUniversal is aiming to bring that same commitment to its advertising clients.

"Advertisers are increasingly prioritizing strategic audiences, and with this partnership, CPG brands will be able to engage the next generation of grocery shoppers in a highly engaging environment," said Alison Levin, President, 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."

"Online grocery shopping continues to grow in a post-COVID world and Instacart is the clear category leader," said Tim Castelli, Vice President of Global Advertising Sales at Instacart. "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."