美國雜貨配送公司分析報告Instacart Ads-外文版培訓(xùn)課件2024.7

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01OverviewInstaCartgrocerye-commercesalesintheUnitedStatesfrom2019to2024(inbillionU.S.dollars)InstaCartonlinegrocerysalesintheU.S.2019-20244540353040.5435.1930.626.0723.422520151057.102019202020212022*202320243Description:Afterthreefoldgrowthfrom2019to2020duetothecoronaviruspandemic,InstaCart'sannualsalesareexpectedtoincreaseatamuchslowerpaceintheUnitedStates.In2021,thegrocerydeliveryservicegeneratedabout26billionU.S.dollarsinsales.By2024,thecompany'ssalesinitshomemarketcouldreach40.5billionU.S.dollars.ReadmoreNote(s):UnitedStates;2019to2021;*Fromthisyearonwards,thefiguresareforecasts.AccordingtoestimatesfromAugust2022.ReadmoreSource(s):eMarketer;TheDallasMorningNewsIn-appadvertisingspendingworldwidefrom2018to2028(inbillionU.S.dollars)In-appadvertisingspendingworldwide2018-2028600500400300498.16462.23426.31390.65352.69314.53272.69241.612001000174.192020136.652019103.892018202120222023202420252026202720284Description:Theglobaladspendinginthe'In-AppAdvertising'segmentofthedigitaladvertisingmarketwasforecasttocontinuouslyincreasebetween2023and2028byintotal183.6billionU.S.dollars(+58.37percent).Afterthetenthconsecutiveincreasingyear,theindicatorisestimatedtoreach498.16billionU.S.dollarsandthereforeanewpeakin2028.Notably,theadspendingofthe'In-AppAdvertising'segmentofthedigitaladvertisingmarketwascontinuouslyincreasingoverthepastyears.

ReadmoreNote(s):Worldwide;2018to2028Source(s):MarketInsightsIn-appadvertisingspendingworldwidein2023,byindustry(inbillionU.S.dollars)In-appadvertisingspendingworldwide2023,byindustrySpendinginbillionU.S.dollars600204080100120140SocialnetworkingGames126.291.34Shopping29.5EntertainmentNews&magazinesMusic21.3511.038.15Books&referenceEducation4.373.212.982.06Photo&videoUtilitiesFood&drinkLifestyleProductivity21.761.555Description:In2023,gamesattractedanin-appadvertisingspendingofmorethan91billionU.S.dollarsonaglobalscale.Theindustrywiththehighestin-appadexpenditurewassocialnetworks,withover126billiondollars.

ReadmoreNote(s):WorldwideSource(s):MarketInsightsDigitalretailmediaadvertisingexpenditureworldwidefrom2021to2025(inbillionU.S.dollars)Digitalretailmediaadinvestmentworldwide2018-2028180160140169.5153.3134.8119.3120100806040200103.32021202220232024*2025*6/statistics/1471270/retail-media-ad-expenditure-worldwideIn2023,digitalretailmediaadvertisingspendingworldwidestoodatnearly135billionU.S.dollars.Thesourceprojectedthatthevaluewouldincreaseto170billionby2025.Tocompare,Amazongenerated46.9billiondollarsinadsalesworldwidein2023.ReadmoreNote(s):Worldwide;2021to2023;*Forecast.ReadmoreSource(s):WARCDigitalretailmediaadvertisingrevenueintheUnitedStatesin2022and2023(inbillionU.S.dollars)DigitalretailmediaadrevenueintheU.S.2022-2023504543.740353025201510537.50202220237Description:In2023,digitalretailmediaadvertisingrevenueintheUnitedStatesstoodat43.7billionU.S.dollars.Ayearearlier,itamountedto37.5billiondollars.Thisconstitutesanannualgrowthrateofroughly16percent.ReadmoreNote(s):UnitedStatesSource(s):IAB(U.S.);PwCUSRetailmediaadvertisingspendinginCanadafrom2022to2027(inbillionCanadiandollars)RetailmediaadspendinCanada2022-202765435.064.443.83.152.52.0621020222023*2024*2025*2026*2027*8Description:RetailmediaadvertisingspendinginCanadaisforecasttogrowby25.9percentin2024.Asof2023,theadspendintheNorthernstatestoodat2.5billionCanadiandollars.In2027,itisexpectedtoreach5.06billion.

ReadmoreNote(s):Canada;2022;*Forecast.ReadmoreSource(s):eMarketer;InsiderIntelligenceCHAPTER

02CompetitorsMostpopulargrocerieswebsitesworldwideinDecember2023,basedonshareofvisitsLeadinggrocerieswebsitesworldwide2023,basedonvisitshareShareofvisits1.5%0.0%0.5%1.0%2.0%2.5%3.0%2.8%kaufland.de2.62%2.34%2.25%1.72%10Description:InDecember2023,thewebsiteoftheAmericancompanyKrogerwasthemostvisitedwebsiteinthegrocerycategoryworldwide,accountingforthreepercentofdesktoptraffic.Thefooddeliverywebsitefollowedwithavisitshareof2.62percent.ReadmoreNote(s):Worldwide;December2023;desktoponly;category:Foodanddrink-GroceriesSource(s):SimilarWebEcommerceplatformswithhighestdigitalretailmediaadvertisingrevenuesintheUnitedStatesin2023(inbillionU.S.dollars)RetailerswithhighestadrevenuesintheU.S.20234034.9635302520151054.173.191.170.940.520.26Etsy0AmazonOtherecommercechannelWalmartTargetInstacarteBay11Description:In2023,Walmartgeneratedadvertisingrevenuesof3.19billionU.S.dollarsintheUnitedStates.Amazon'sU.S.adrevenuestoodat34.96billiondollars.Tocompare,Amazongeneratedroughly47billiondollarswithadsalesworldwidein2023.

ReadmoreNote(s):UnitedStates;October2023;forecastSource(s):eMarketer;InsiderIntelligenceMostpopulargrocerieswebsitesintheUnitedStatesinDecember2023,basedonshareofvisitsLeadinggrocerieswebsitesintheU.S.2023,basedonvisitshareShareofvisits4%0%1%2%3%5%6%7%8%9%7.82%7.25%3.31%3.2%2.47%12Description:InDecember2023,Kroger'swebsitewasthemostvisitedwebsiteinthegrocerycategoryinthecountry,accountingfor7.82percentofdesktoptraffic.Instacartfollowedrightbehindwith7.25percentofvisits.

ReadmoreNote(s):UnitedStates;December2023;desktoponly;category:Foodanddrink-GroceriesSource(s):SimilarWebLeadingonlinegrocerydeliverybrandsrankedbybrandawarenessintheUnitedStatesin2023Mostwell-knowngrocerydeliverybrandsintheUnitedStates2023Shareofrespondents0%10%20%30%40%50%60%70%80%90%100%WalmartUberEatsCostco92%83%78%Instacart77%75%AldiAmazonFreshHelloFreshBlueApronShipt72%69%53%44%FreshDirectPeapodStop&ShopEveryPlate38%30%30%24%13Description:With92percentbrandawareness,Walmartisthemostwell-knowngrocerydeliverybrandamongU.S.internetusers.Runner-upUberEatsisrecognizedby83percentofrespondents,followedbyCostco.SpecialistInstacartranksfourth,with72percentofonlinersintheUnitedStatesknowingthem.ReadmoreNote(s):UnitedStates;November2023;1241respondents;18to64yearsSource(s):ConsumerInsightsOnlinedestinationswhereconsumersaremostlikelytocompletebeautypurchasesintheUnitedStatesin2023ShareofconsumerswhocompletebeautypurchasesonlineintheU.S.2023,bychannelShareofrespondents15%0%5%10%20%25%30%35%40%39%45%AmazonWalmart23%Beautyretailer'swebsiteorapp14%Target9%Instacart3%2%3%KrogerOtherIdonotpurchasebeautyproductsonline7%14Description:Accordingtoasurveyconductedin2023,consumersintheUnitedStatesaremostlikelytocompletebeautypurchasesonAmazon.AlmostoneinfourreportedpurchasingbeautyproductsonAmazon,whilearound23percentrevealeddoingsoonWalmart.Beautyretailers'websitesorappswerealsoamongthetoponlinepurchasedestinations,with14percentofthesurveyrespondents.

ReadmoreNote(s):UnitedStates;February16toFebruary23,2023;3,000respondents*;includesbothwebsitesandappsSource(s):TinuitiPreferredchannelsforbuyinggroceriesamongonlineshoppersinCanadaasof2023PreferredchannelstobuygroceriesonlineinCanada20230.18%0.16%0.14%0.12%0.1%17%12%9%8%0.08%0.06%0.04%0.02%0%2%Third-partygrocerydeliveryservice(e.g.Instacart)OrderonlinewithcurbsidepickupOnlineorderwithhomedeliveryservicefromthegrocerystoreMealprepdeliveryservices(e.g.GoodFood)Darkstoresoronline-onlyretailers(e.g.Buggy,SPUD)15Description:A2023surveyrevealedthatthird-partygrocerydeliveryserviceslikeInstacartwerethemostpopularwayforCanadianstobuytheirgroceriesonline,with17percentofrespondentsreportingtohaveusedtheseservicesinthelastthreemonths.Incomparison,onlytwopercentofrespondentsreportedgettingtheirgroceriesfromdarkstoresoronline-onlyretailersinthesametimeframe.

ReadmoreNote(s):Canada;TwowavesfromJanuary23toJanuary29andfromJanuary30toFebruary5,2023;1,000respondents;18yearsandolderSource(s):GovernmentofCanadaCHAPTER

03Adrevenue&metricsAdvertisingrevenuegeneratedbyInstacartworldwidefrom2021to2025(inbillionU.S.dollars)Instacartadrevenueworldwide2021-20251.61.41.21.00.81.451.180.940.740.550.60.40.20.02021202220232024*2025*17Description:In2023,theadvertisingrevenueofInstacart-anonlinegroceryshoppingplatform-stoodatroughly940millionU.S.dollars.Itwasprojectedthatthevaluewouldincreaseto1.5billiondollarsby2025.

ReadmoreNote(s):Worldwide;*Forecast.ReadmoreSource(s):eMarketer;InsiderIntelligenceAdvertisingrevenueofInstacartworldwidefrom3rdquarter2022to1stquarter2024(inmillionU.S.dollars)Instacartquarterlyadrevenue2022-20249008038007006005004003002001000757222217200186Q32022Q42022Q12023Q32023Q42023Q1202418Description:Inthefirstquarterof2024,Instacartreported217millionU.S.dollarsinadvertisingandunspecified"other"revenue.Ayearearlier,thefigurestoodat200millionU.S.dollars.Thatconstitutesanannualgrowthrateofroughlyninepercent.Thecompany'sadplatformInstacartAdsoffersbrandsavarietyofproductssuchassponsoredproducts,coupons,ordeliverypromotions.

ReadmoreNote(s):Worldwide;Q32022toQ12024;includesunspecified"other"revenueSource(s):InstacartInstacart'sadvertisingrevenueasapercentageofitsgrosstransactionvolume(GTV)worldwidefrom3rdquarter2022to1stquarter2024(inmillionU.S.dollars)Instacartquarterlyadinvestmentrate2022-20243.53.13.133.02.52.01.51.00.50.02.72.62.6Q32022Q42022Q12023Q32023Q42023Q1202419Description:Inthefirstquarterof2024,advertisingandotherunspecifiedrevenueaccountedfor2.6percentofInstacart'sgrosstransactionvolume(GTV).?Thecompany'sadplatformInstacartAdsoffersbrandsavarietyofproductssuchassponsoredproducts,coupons,ordeliverypromotions.ReadmoreNote(s):Worldwide;Q32022toQ12024;includesunspecified"other"revenueSource(s):InstacartChangeinadvertisingspendingofselectedgrocerydeliveryservicesintheUnitedStatesbetweenJanuaryandSeptember2023(onJanuarytoSeptember2022)GrocerydeliveryadspendgrowthintheU.S.2023,byservice1%87%0.8%69%0.6%0.4%0.2%0%32%12%3%-0.2%-0.4%-32%UberEatsWalmart+InstacartDoorDashThriveMarketAmazonFresh20Description:Comparedtothefirstninemonthsof2022,Walmart+increaseditsadvertisingspendingby87percentbetweenJanuaryandSeptember2023.UberEatswastheonlyserviceinthedatasetthatdecreaseditsadspendinthepresentedperiod.

ReadmoreNote(s):JanuarytoSeptember2023Source(s):InsiderIntelligence;MediaRadar;SupermarketNewsMetricsofInstacartsponsoredproductsadsintheUnitedStatesin2ndquarter2023InstacartadsmetricsQ22023MetricsValue0.91%1.06%5.57%21.22%17.96%2.04%Costperclick(CPC)(inU.S.dollars)Costperaction(CPA)(inU.S.dollars)Returnonadspend(ROAS)(inU.S.dollars)Effectivecostpermille(eCPM)(inU.S.dollars)Advertisingcostofsales(ACOS)(inpercent)Click-throughrate(CTR)(inpercent)21Description:Inthesecondquarterof2023,sponsoredproductadsonInstacarthadaclick-throughrateof2.04percenti.e.thatoutofevery100impressions,theadswereclickedtwice.Cost-per-click(CPC)stoodat91U.S.cents.

ReadmoreNote(s):UnitedStates;Q22023Source(s):PacvueCHAPTER

04MarketerinsightsLeadingretailmedianetworks(RMNs)amongmarketersintheUnitedStatesasofsummer2022Most-usedretailmedianetworksintheU.S.2022Shareofrespondents0%10%20%30%40%50%60%70%80%90%AmazonAdvertisingWalmartConnectTargetRoundelKrogerPrecisionNetworkInstacart82%82%65%61%53%DollarGeneralWalgreens38%27%Albertsons24%CostcoSam's21%20%HEBCVS15%14%DollarTree9%23Description:Duringa2022survey,itwasfoundthatAmazonAdvertisingandWalmartConnectwerethemostusedretailmedianetworksintheUnitedStates,bothnamedby82percentofrespondents.TargetRoundelandKrogerPrecisionNetworkfollowedintheranking,bothmentionedbyover60percentofrespondingmarketers.ReadmoreNote(s):UnitedStates;summer2022;66respondents;amongmarketersSource(s):ANALevelofimportanceofselectedretailersinretailmediaprogramsaccordingtomarketersinNorthAmericaasofApril2023LeadingretailmediaplatformsinNorthAmerica2023Levelofimportantonascaleof1to5Nextyear1.5Thisyear2.00.00.51.02.53.03.54.03.8AmazonWalmartTarget3.73.3332.92.2InstacartKroger2221.81.8Meijer1.71.7BestBuyTheHomeDepotLowe's1.61.61.71.71.7Gopuff1.524Description:Duringa2023surveycarriedoutretailmediamarketersfromNorthAmerica,itwasfoundthatAmazon,Walmart,andTargetwerethethreeplatformsdeemedmostimportantforretailmediaprograms.Twodeliveryserviceplatforms-InstacartandGopuff-alsomadeittothetop10.ReadmoreNote(s):UnitedStates;asofApril2023;167respondents;U.S.-basedretailersonly/amongretailmediabrand/sellermarketersSource(s):SkaiMarketerassessmentofInstacartAdsintheUnitedStatesasofOctober2023,bykeyperformanceindicatorMarketerassessmentofInstacartAdsintheU.S.2023Excellent/verygoodGoodFair/poor0.6%50%0.5%0.4%0.3%0.2%0.1%0%44%44%42%

42%39%39%34%33%33%33%

33%28%28%28%28%28%28%

28%22%16%TargetingeffectivenessMeasurementcapabilitiesROIDatasharingSalesgrowthCreativefreedomTraffic-drivingcapabilities25Description:Duringafall2023surveycarriedoutamongU.S.marketerswhoworkedwithInstacartAds,50percentofrespondentsratedthenetwork'stargetingeffectivenessasexcellentorverygood.Returnoninvestment(ROI)generatedbyAmazonDSPwasdeemedexcellentorverygoodby28percentofrespondingmarketers.ReadmoreNote(s):NorthAmerica,UnitedStates;September18toOctober10,2023;36respondents;amongCPGbrandprofessionalswhoworkedwithInstacartAdsSource(s):PathtoPurchaseInstituteShareofconsumerpackagedgoods(CPG)professionalswhorateddatasharingcapabilitiesofselectedretailmedianetworks(RMNs)asverygoodorexcellentintheUnitedStatesasofOctober2023RetailmedianetworkswithbestdatasharingcapabilitiesintheU.S.2023Shareofrespondents0%5%10%15%20%25%30%35%40%KrogerWalmartAmazonH-E-B37%35%34%20%InstacartSam'sClubDollarGeneralMeijer16%14%12%9%GiantEagleHy-Vee8%8%TargetCVSWalgreens7%7%7%26Description:Duringafall2023surveycarriedoutamongconsumerpackagedgoods(CPG)professionalsfromtheUnitedStates,37percentoftherespondentsratedthedatasharingcapabilitiesofKrogerPrecisionMarketingasverygoodorexcellent.Thiswasthehighestresultamongthe18retailmedianetworks(RMNs)studied.WalmartConnectrankedsecond,with35percent.ReadmoreNote(s):NorthAmerica,UnitedStates;September18toOctober10,2023;76respondents;amongCPGbrandprofessionalswhoworkedwithatleastoneretailmedianetworkSource(s):PathtoPurchaseInstituteShareofconsumerpackagedgoods(CPG)professionalswhoratedreturnoninvestment(ROI)ofselectedretailmedianetworks(RMNs)asverygoodorexcellentintheUnitedStatesasofOctober2023RetailmedianetworkswithhighestROIintheU.S.2023Shareofrespondents20%0%5%10%15%25%30%35%40%45%AmazonKroger42%36%CVS29%WalmartInstacartH-E-B28%28%20%Sam'sClubCostco18%15%DollarGeneralMeijer12%10%10%TargetWalgreensAlbertsons7%3%27Description:Duringafall2023surveycarriedoutamongconsumerpackagedgoods(CPG)professionalsfromtheUnitedStates,42percentoftherespondentsratedthereturnofinvestmentgeneratedbyAmazonDemandSidePlatform(DSP)asverygoodorexcellent.Thiswasthehighestresultamongthe18retailmedianetworks(RMNs)studied.KrogerPrecisionMarketingrankedsecond,with36percent.ReadmoreNote(s):NorthAmerica,UnitedStates;September18toOctober10,2023;76respondents;amongCPGbrandprofessionalswhoworkedwithatleastoneretailmedianetworkSource(s):PathtoPurchaseInstituteShareofconsumerpackagedgoods(CPG)professionalswhoratedtargetingeffectivenessofselectedretailmedianetworks(RMNs)asverygoodorexcellentintheUnitedStatesasofOctober2023TargetingeffectivenessofmajorRMNsintheU.S.2023Shareofrespondents30%0%10%20%40%50%60%InstacartAmazon50%49%Kroger42%Walmart37%H-E-B25%CVS21%Sam'sClubTarget18%17%DollarGeneralCostco12%10%AlbertsonsHy-VeeBJ'sWholesaleClub8%8%8%28Description:Duringafall2023surveycarriedoutamongconsumerpackagedgoods(CPG)professionalsfromtheUnitedStates,halfoftherespondentsratedtargetingeffectivenessofInstacartAdsasverygoodorexcellent.Thiswasthehighestresultamongthe18retailmedianetworks(RMNs)studied.Amazonrankedsecond,with49percent.ReadmoreNote(s):NorthAmerica,UnitedStates;September18toOctober10,2023;76respondents;amongCPGbrandprofessionalswhoworkedwithatleastoneretailmedianetworkSource(s):PathtoPurchaseInstituteCHAPTER

05ConsumerinsightsInstacartbrandawareness,usage,popularity,loyalty,andbuzzamongonlinegrocerydeliveryusersintheUnitedStatesin2023InstacartbrandprofileintheUnitedStates202379%0.8%0.7%0.6%0.5%0.4%0.3%0.2%0.1%0%30%27%27%21%InstacartawarenessInstacartpopularityInstacartusageInstacartloyaltyInstacartbuzz30Description:HowhighisthebrandawarenessofInstacartintheUnitedStates?Whenitcomestoonlinegrocerydeliveryusers,brandawarenessofInstacartisat79percentintheUnitedStates.Thesurveywasconductedusingtheconceptofaidedbrandrecognition,showingrespondentsboththebrand'slogoandthewrittenbrandname.HowpopularisInstacartintheUnitedStates?Intotal,30percentofU.S.onlinegrocerydeliveryuserssaytheylikeInstacart.However,inactuality,amongthe79[...]

ReadmoreNote(s):UnitedStates;November2023;868respondents;18to64years;respondentswhouseonlinegrocerydeliverySource(s):ConsumerInsightsLeadingonlineplatformsforproductandbranddiscoveryintheUnitedStatesandtheUnitedKingdomin2023MainonlineplatformsforproductandbranddiscoveryintheU.S.andtheUK2023Shareofrespondents15%

20%0%5%10%25%30%35%40%45%50%49%55%Searchengines(e.g.,Google)Onlinemarketplaces(e.g.,Amazon,eBay)Socialmedia(e.g.,TikTok,Instagram,YouTube)Retailwebsites(e.g.,Macy‘s,Target)47%43%21%Brandwebsites(e.g.,Nike,WarbyParker)Deliveryapps(e.g.,Instacart)19%4%31Description:A2023surveyintheU.S.andUKrevealedthatsearchenginesweretheprimaryonlineplatformforconsumerstodiscoverbrandsandproducts.Onlinemarketplacescloselyfollowed,with47percentofrespondentsusingthischannel.Socialmediawasutilizedby43percentofthosesurveyed,retailsitesby21percent,brandwebsitesby19percent,anddeliveryappslaggedwithjust4percent.

ReadmoreNote(s):December1,2023;2,700respondents;18-77yearsSource(s):SalsifyOnlinedestinationswhereconsumersaremostlikelytocompleteover-the-counterhealthpurchasesintheUnitedStatesin2023OnlineplatformsmostlikelyusedforOTChealthpurchasesU.S.2023Shareofrespondents0%5%10%15%20%25%30%35%33%WalmartAmazon30%Adrugstorebrand'swebsiteorapp9%Target8%Kroger4%InstacartOther3%3%Idon'tpurchaseOTChealthproductsonline10%32Description:In2023