Instacart Scales Off-Platform Partnership Opportunity using MediaRadar
Instacart isn’t just where consumers shop, it’s where brands drive results. Long known for delivering high-performing ads at the point of purchase, Instacart is now expanding its reach up the funnel by engaging consumers earlier in their journey off-platform across streaming TV, web, social, and search. To truly scale this off-platform opportunity and tap into national media budgets, Instacart needed a way to identify the right advertisers, understand their media strategies, and connect with new budget holders. That’s where MediaRadar came in.
With comprehensive spend insights, buyer intelligence, and easy-to-action workflows, MediaRadar has become a critical engine behind Instacart off-platform growth which has helped the team unlock new opportunities, personalize their pitch, and accelerate results. Read on to learn how they did it.
MediaRadar has been incredibly influential in shaping our off-platform strategy. Their platform gives our sales team the visibility and insights we need to identify high-potential advertisers, tailor our outreach, and unlock entirely new budget holders. It’s helped us move faster, go deeper, uncover nascent areas that we otherwise had limited visibility to in many cases, and show up smarter in every conversation.
— Adam Silverblatt, Head of Off-Platform Sales & Strategy
The insights into my clients' Meta and Online Video investments have been key. Specifically, the Meta data allows me to confidently discuss the benefits of shifting budgets towards our Instacart 1P data-powered Meta offering with our CPG partners. For Online Video, this helps me identify brands that would be a great fit for Instacart's Sponsored Video offering.
The ability to pull creative screenshots is very valuable. I can mock these up to visually demonstrate to clients how their ads would appear within our app.
— Andrew Siegel, Brand Partnerships Manager, CPG - Beverage Vertical
3 Clicks to Pinpoint Top Off-Platform Targets
To maximize efficiency and ROI for their off-platform strategy, Instacart needed a way to zero in on their clients who are already investing in these channels. Using MediaRadar, the sales teams were able to easily pull a full list of their accounts spending on target platforms across top social and streaming video networks.
To help streamline the process even further, Instacart implemented the use of MediaRadar into each sales representative's workflow. MediaRadar helped map Instacart account assignments to individual dashboards, enabling sales teams to filter reports down to “accounts assigned to me” and access personalized insights in just three clicks. Automated alerts ensured reps stayed on top of opportunities without manual tracking which turns what could be hours of research into an instant, actionable workflow.
Pull channel specific reporting from MediaRadar to understand the opportunity size for certain clients
Use Data to Prioritize Opportunity
With MediaRadar’s detailed account views, the Instacart team is able to easily identify where the opportunity lies with a current account. By reviewing how each brand allocates spend across channels, properties, and product lines, sales reps can uncover the media strategy behind the numbers. Is the brand focused on awareness or conversion? Are they leaning in more on social or OTT?
The in depth overview included in the Account Review pages empowers sales reps to speak to advertisers’ recent activity ahead of their next conversation. These insights allow reps to align their outreach and recommendations to each brand’s specific goals like extending reach, improving efficiency, or accelerating purchase. The result: more relevant pitches, stronger strategic alignment, and smarter, data-backed plans for how Instacart fits into the mix.
Understand media mix allocation & trends to identify why increasing investment with Instacart would be a positive move
Reach the Right Contact with the Right Message
Before prioritizing their off-platform strategy, the primary POCs buying media from Instacart were rooted in eCommerce which is ideal for on-platform campaigns, but not for driving upper-funnel media buys. Now, the team needed to identify and engage additional new stakeholders: those overseeing social, video, and programmatic budgets.
MediaRadar made that transition seamless, providing access to contacts across 26,000+ brands and agencies, along with on-demand support to surface hard-to-find decision-makers. With the right names in hand, Instacart could tailor outreach by channel, connect with the right budget holders, and drive more strategic conversations across account stakeholders.
Leverage MediaRadar contact information to find new POCs as the client specific to media buying rather than their eCommerce contact
Driving Results: Accelerating Off-Platform Wins at Scale
By streamlining how Instacart identifies, analyzes, and engages with advertisers, MediaRadar has become an important part of the company’s go-to-market strategy. Instacart continues to deliver unmatched value at the point of purchase but with new off-platform capabilities and deeper visibility into national media budgets, they’ve expanded their impact across the full funnel.
As more brands seek performance-driven partners who can deliver both precision and scale, Instacart is now uniquely positioned to meet them wherever they are, on-platform, off-platform, and everywhere in between.
