For CPG consumers, the path to purchase is no longer linear. It’s a maze.
Take a favorite drink. Years ago, a TV ad might have sparked a trip to the store. Today, the journey looks more like this: a person scrolls past a branded Instagram post in the morning, sees a streaming ad at lunch, and notices the same product in a grocery aisle. The eventual conversion happens either on the go or by adding the item to their cart during a late-night online shopping session.
To win in this multi-touch world, CPG marketers must connect with consumers wherever they scroll, stream, or shop. Today’s audiences expect more: seamless storytelling, personalized experiences, and a consistent brand presence across platforms. Marketers face a huge challenge in mapping that journey across media, retail, and retail media while maintaining an efficient ROI and ensuring all placements are measurable.
That’s where streaming TV—and specifically Roku—is particularly effective. We’ve helped top CPG brands drive demand and scale awareness for years. Below, we discuss three big challenges these marketers face and how Roku can solve for them, along with streaming and shopping insights from a new survey of 1,000 Roku streamers and 500 non-Roku consumers that we conducted jointly with Lucid Research.
Challenge #1: Where to invest in a fragmented streaming world
CPG marketers want channels that deliver both scale and precision. But with streaming TV splintered across so many services, where are the audiences that matter? And how do we move them to buy?
The Roku solution: Fragmentation is real, but TV does have a front door. Over 125 million U.S. households start their streaming experiences with Roku, and 69% of those households are unreachable on linear TV.
Think of Roku as America’s living room endcap – with everyday traffic and opportunity for discovery. The average Roku household streams more than four hours a day, across 25-plus days per month. That means you can show up when attention is highest—on the home screen with a Marquee Ad, in the Roku City screensaver, or wrapped around top-tier content on channels like HBO Max, Hulu, Peacock, or The Roku Channel.
Of course, it’s not just about reach; CPG brands need to show up in relevant ways. Half of Roku streamers prefer personalized TV ads, and among “frequent snackers,” that number jumps to 60%. With deep data and partnerships across retail media networks, Roku lets you serve smarter campaigns that boost engagement and drive action.
It’s about staying top of mind to be top of cart. Streaming TV is the #1 way Roku users learn about CPG products.
Takeaway: Roku combines scale and precision—helping CPG brands deliver relevant messages to buyers who are ready to act.
Challenge #2: Standing out with bigger brand moments
Consumers are inundated with product hype—from influencers and TikTok trends to sponsored posts and podcast ads. To break through the noise, CPG brands need bold storytelling on a big canvas.
The Roku solution: Streaming TV turns brand moments into cultural moments. With Roku, marketers can go beyond standard pre-rolls to own the entire experience. Launch a content takeover during “Summer Movie Nights” or own a collection of spooky moments during Halloween. Want to drive immediate conversions? Use our self-serve Ads Manager to build shoppable ads that let viewers buy directly from the screen.
These immersive formats matter most during seasonal surges when competition is fierce. Roku users are two times more likely to increase spending during high-volume retail windows like Back to School or the winter holidays.
While attention is critical to success, it will only get you so far. CPG brands need to get in front of audiences who will take action. Our survey reveals Roku users are primed to convert. Seventy-two percent of Roku users have made an impulse buy on their phones after seeing a TV ad, versus just 55% of non-Roku users. Plus, Roku streamers do 40% of their shopping online, with 76% of that commerce happening on mobile.
Importantly, Roku’s streaming audiences are likely to be new, lapsed, or never-before buyers. The average CPG campaign on Roku drives 45% of incremental sales from these groups.
Takeaway: Whether it’s seasonal campaigns or evergreen storytelling, Roku helps CPG brands own the moment—and turn screen time into shopping time.
Challenge #3: Proving what works in the age of attribution
“You can’t improve what you don’t measure.” Business guru Peter Drucker’s quote hits especially hard for CPG marketers trying to optimize campaigns, prove ROI, and justify spend.
The Roku solution: Roku offers a full-funnel measurement toolkit—reach, brand lift, engagement, and sales attribution all in one place. And with retail partners like Walmart Connect and Instacart, we help you tie campaigns directly to real-world results. Our Kroger Precision Marketing partnership, for example, lets brands not only build smarter audiences but also track sales conversions and household penetration—down to the dollar.
That means CPG brands can buy, optimize and measure their Roku campaigns based on authenticated audience insights and point-of-sale conversion tracking, removing the need for guesswork.
Takeaway: Roku closes the loop on CPG performance—so you can see exactly how your ads drive business outcomes.
Let’s win the CPG maze—together
Roku turns streamer attention into intention—powering discovery, consideration, and conversion. Whether you're chasing new buyers, optimizing seasonal surges, or scaling what works, Roku helps you navigate the CPG maze with clarity.
Contact a Roku rep to start building your custom media strategy today.
