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In 2023, Roku partnered with Instacart to help advertisers directly measure the impact of their TV ads. Today we’re excited to build on the success of that partnership with new shoppable ad formats and advanced targeting features.
CPG brands can use these new capabilities to find and convert high-intent shoppers directly on the TV screen, allowing those customers to add items to their cart and place grocery orders without interrupting their viewing session.
Below, we share a little more on the expanded partnership and what it means for CPG brands (and shoppers too!)
- Shoppable ads: On Roku, CPG advertisers can create a direct path to purchase by adding a text or QR code to their ad creative with Instacart as the landing destination. Viewers can go from seeing an ad to getting the products in their hands in as little as one hour.
- Home Screen ad formats: Advertisers can now buy targeted, high-impact shoppable placements on the Roku Home Screen, the entry point to TV for all Roku streamers. This premium real estate allows CPG brands to capture viewers' attention as they decide what to watch.
- Targeting: Brands can apply Instacart’s first-party data to build category-based audience segments. These segments can be granular (e.g. consumers who have bought their category and brand, lapsed users, or consumers new to their category or brand) or broad (e.g. consumers who have purchased kids’ products or zero sugar products).
As our industry gears up for Groceryshop 2024, it’s worth remembering that Roku has a long history helping CPG advertisers use retail data to improve streaming ad performance.
Since 2020, we have worked with retailers like Kroger and Walmart to activate their powerful insights in streaming campaigns in ways that drive results. In the case of Kroger, shoppers who saw Roku campaigns spent 2.8 times more on promoted products than the average Kroger household across all campaigns.
As the leading grocery technology company in North America, Instacart has an exciting opportunity to work with Roku to help CPG brands further expand their performance advertising toolset. Our partnership has already driven results for brands like Josh Cellars, helping them identify and convert new customers. On average, 52% of streamers who purchased a product they saw advertisers on Roku via Instacart were new to the brand.
“We are proud to expand our partnership with Roku, creating an advertising experience that helps people see an ad and get that product from their TV screen to their doorstep in as fast as an hour,” said Tim Castelli, VP of global advertising sales at Instacart. “With our combined scale and advanced data insights, we're delivering precision targeting, highly relevant ads, and measurable outcomes in a privacy-compliant way to drive performance at a new level. Together, we are transforming how CPGs connect with consumers, making every ad not just an impression, but a direct pathway to purchase."
“In 2023, we partnered with Instacart to unlock TV measurement. Now, a year later, we’re turning our attention to what every modern CPG marketer needs: massive scale and full-funnel solutions,” said Jay Askinasi, SVP, Head of Global Media Revenue and Growth at Roku. “Advertisers can utilize even more of the Roku experience, from Home Screen ad placements to interactive shoppable ads. With the click of the Roku remote, users can make a purchase directly from their TV screen.”
With interactive ad formats, enhanced targeting capabilities, and closed-loop measurement on Instacart, we're excited to help marketers get even more from their streaming ads and to bring consumers are one step closer to effortless personalized shopping experiences on TV.
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