Retail and CPG marketers who include streaming ads in their campaigns are seeing powerful results, but getting the most from CTV requires a muscular approach to partnerships. Roku’s Lindsay Pullins took the stage at Path to Purchase Institute’s Retail Media Summit to share how brands, retailers and platforms can lock arms to bring CTV into the retail media mix.
“The more collaboration we have – across partners, across retailers, across this whole ecosystem – the more we can power better-informed decision making,” Pullins said.
Pullins, who is Roku’s director of ad revenue strategy partnerships, and her co-panelists discussed how brands can maximize ROI across the shopper journey by connecting their preferred platforms, embracing shoppable ad formats and more.
Roku’s retail media ecosystem includes trusted partners like Kroger Precision Marketing, Instacart, Walmart, and Best Buy. These partnerships give advertisers access to valuable first-party insights to power campaigns that drive real results.
For example, advertisers can direct viewers to Instacart, Walmart, or Best Buy to add items to their cart and make a purchase within minutes. The impact is measurable: In 2022, Roku and Kroger Precision Marketing ran over 100 joint campaigns, during which households exposed to Roku ads spent 2.8 times more on promoted products than the average Kroger household. ¹ ²
The chatter at Retail Media Summit echoed themes from this year’s Shoptalk, where speakers discussed the growing role of CTV advertising in the commerce ecosystem.
“It wasn’t so long ago that people said no one would shop on the internet,” Brian Toombs, head of Roku Brand Studio, said at Shoptalk. “Well, Amazon would like a word. Then they said no one would shop from their phones. TikTok would like a word. In the space of shoppable TV, Roku would like a word.”
It’s increasingly clear that retailers and CPG brands can drive significant conversions by combining their first-party data with CTV ads. Back in 2023, CTV retail media ad spends hit $813 million and was on pace to eclipse $5 billion by the end of 2027, according to eMarketer.³ Today it’s on track to hit that milestone in 2025—two years ahead of schedule.⁴
By combining retailers’ first-party data with innovative ad experiences, brands can reach customers with persuasive messages at precisely the moments when purchase intent is highest. Add in streaming TV’s reach, engagement, and shoppable ad experiences, and you’ve got a formula for sales.
Here are three ways to get started with retail media on Roku.
Roku Action Ads are changing the way viewers interact with TV. These shoppable overlays allow users to take a range of actions — for instance, adding a product to their cart or requesting a text with more info — with a click of their remote. For retail and CPG brands, it’s a direct path from screen to shelf.
Action Ads drive real attention. Roku has found a 96% correlation between on-screen dwell time and purchases, with viewers spending an average of 24 seconds engaging with these ad units.⁵
Why stop at a passive 30-second ad? With Roku Showroom and Brand Showcase, advertisers can go beyond the traditional ad spot and build full-screen, immersive brand experiences.
Roku Showroom offers a cinematic, shoppable environment where viewers can explore products in-depth—perfect for driving discovery. Brand Showcase offers a fully branded hub within the Roku platform, enabling deeper storytelling and product education. Both formats help brands connect with high-intent shoppers using first-party data and premium streaming real estate.
Launching a CTV campaign doesn’t require big budgets and custom production. Roku Ads Manager puts the power of streaming into the hands of any advertiser—whether you're a Fortune 500 brand or an emerging DTC player.
With the self-serve platform, advertisers can launch campaigns in minutes, reach in-market audiences, and turn social assets into CTV-ready ads using AI. You can even integrate Shopify to enable direct TV-to-cart purchases. It’s performance-driven, retail-ready, and refreshingly easy to use.
Key benefits include:
Want to make your streaming ads shoppable? Contact Roku today.
¹ Expanding our partnership with Instacart: Shoppable ads, advanced targeting and more, Roku, October 2024
² Connected TV Solutions, Kroger Precision Marketing, 2024
³ eMarketer, Why retail media is the future of TV advertising, August 2023
⁴ eMarketer, Sizing up the CTV opportunity in retail media, March 2025
⁵ Roku Internal Data, November 2022 – October 2025