Instacart CMO on Future of Advertising

Laura Jones, CMO of Instacart, discusses the company's presence at CES, highlighting their technological innovations like AI-enabled shopping carts and electronic shelf tags. She elaborates on Instacart's advertising strategies, emphasizing the importance of measurable ad spend in a recessionary climate. Jones also talks about Instacart's growth strategies, including unique marketing partnerships like the one with Lizzo. Finally, she explains how Instacart uses data to track trends and enhance customer engagement.

What is the primary reason for Instacart's presence at CES according to Laura Jones?

• To showcase their technology and meet partners

• To recruit new employees

• To conduct market research

• To launch a new product line

How has Instacart transformed its business model?

• From a B2B service to a B2C service

• From a technology provider to a delivery service

• From a delivery service to a technology provider for grocers

• From a retail enablement platform to a person-to-person service

What unique feature does Instacart's advertising platform offer?

• A closed loop system for tracking ad efficacy

• Unlimited ad space for brands

• Free advertising for new brands

• Guaranteed top placement for all ads

In a recessionary climate, why do brands choose Instacart's ad platform?

• It guarantees increased sales

• It provides measurable return on ad spend

• It offers the lowest cost per ad

• It allows for unlimited ad customization

What is a key focus of Instacart's marketing strategy?

• Discount-based marketing

• Exclusive in-store promotions

• Unexpected and authentic partnerships

• Traditional TV advertising

How does Instacart use its first-party data?

• To determine pricing strategies

• To create personalized ads for each user

• To understand and predict consumer trends

• To sell to third-party companies

What inspired Instacart's Super Bowl activation?

• A new product launch

• Trends observed on TikTok

• A partnership with a celebrity chef

• Feedback from grocery partners