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As part of its mission to make TV advertising more relevant and performance-driven, Roku has partnered with Instacart to help consumer-packaged goods (CPG) advertisers link their streaming ads directly to sales.
The partnership brings together viewership data from Roku, the #1 TV streaming platform in the U.S., Canada, and Mexico, and insights from Instacart, the leading grocery technology company in North America, to enable marketers to measure whether streamers are purchasing products on Instacart after seeing an ad on the Roku platform.¹ By matching this data with Roku’s first-party data, marketers can quantify the impact of TV streaming advertising in a closed-loop fashion.
The relationship will help accelerate the shift of ad dollars into TV streaming and retail media. Just as more people have started streaming TV over the last year, a growing number of households now routinely uses online grocery delivery. Today, Instacart is available to over 95% of households in the U.S. and Canada. Time spent with TV streaming is also growing. In fact, Nielsen reports that in July 2022, time spent streaming TV surpassed time spent consuming broadcast or cable TV — a first.
What does it mean for CPG advertisers?
This partnership expands Roku’s efforts to partner with commerce and retail leaders to provide full-funnel solutions that increase accountability in TV streaming. With the addition of Instacart, advertisers can access even more e-commerce data from grocers, drug stores, and retailers offering apparel, spirits, beauty, home and office, and pet care products.
This also marks the first time Instacart has worked with a TV streaming partner to offer advertisers’ consumer purchase insights from its Marketplace, which includes more than 1,100 retail banners and more than 80,000 stores across North America. With Instacart Ads, thousands of CPG brands – from category leaders to emerging brands – partner with the company to connect directly with consumers online, right at the point of purchase. Results from our select pilot partners show that people who saw a brand’s ad on Roku went on to purchase more of the advertised products on Instacart.
In a pilot with a personal care brand, 60% of those who purchased the brand after seeing its campaign on the Roku platform were new to the brand. Also, those who were exposed to a beverage brand’s Roku campaign and were new purchasers of the brand had a 70% higher repeat rate than the average new-to-the-beverage-brand buyer on Instacart.²
“Our goal is to help marketers get more of what they love in TV,” said Alison Levin, Vice President of Ad Revenue and Marketing Solutions, Roku. “Our partnership with Instacart makes it easier to measure actual return on advertising spend in e-commerce and meet consumers where they are – streaming TV."
“With Instacart Ads, we're committed to providing CPG brands with the ad products, automation, insights, and measurement they need to help them meet their objectives and prove their investment,” said Ali Miller, Vice President of Ads Product at Instacart. “We’re proud to partner with America’s #1 TV streaming platform, Roku, to give CPG brands even more insights to help them enhance and optimize their campaigns across TV streaming. As we look ahead, we'll continue to innovate and expand on integrations and insights across every touchpoint of the consumer journey to serve CPGs better.”
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¹ Based on hours streamed, Dec 2022, Hypothesis Group
² Based on results of pilot campaigns measured between January and December 2022. Prior results do not guarantee future outcomes.
