With Roku and Amazon DSP, premium pet food brand Stella & Chewy's grew exclusive CTV audience reach 76%, reduced cost per reach, and boosted views to their Amazon detail page 29%.
Key Takeaways:
- Stella & Chewy's wanted to reach pet owners via CTV ads but were unsure of how to scale their audience due to consumer fragmentation across streaming services.
- Leveraging the partnership between Amazon and Roku, Stella & Chewy's re-engaged pet owners while avoiding wasted impressions.
- The campaign led to 76% more exclusive audience reach, a 21% reduction in cost per reach, and an increase in lower-funnel actions.
The Challenge: Find new pet owners without reaching the same ones again and again
Pet parents tend to take nutrition seriously. Stella & Chewy’s has built its business around that idea, offering premium raw and natural pet food for people who want to give their animals the very best.
The brand wanted to find customers beyond tried-and-true performance channels like search and social. The next opportunity was connected TV (CTV): a chance to introduce Stella & Chewy’s to more pet-owning households on the biggest screen in the home, while viewers were immersed in the shows and movies they love.
But streaming audiences are increasingly fragmented with the average household using 9 streaming apps1.They might move seamlessly between several streaming services in a single week, making it difficult for advertisers to know whether they are reaching net-new consumers or simply serving ads to a household they have already reached on a different streaming service.
For the Stella & Chewy’s team, that wasn’t a theoretical concern. The brand's previous CTV buying, conducted without an identity match through a third-party supply-side platform, produced overlapping reach and excessive frequency.
So Stella & Chewy’s needed a more precise approach. It sought a campaign that could deliver truly incremental reach, keep frequency and costs in check, and connect CTV exposure to measurable shopping behavior on Amazon.
The approach: Use CTV identity to make every impression work harder
Stella & Chewy’s tapped into an exclusive integration between Amazon Ads and Roku to engage pet owners, minimize repeated impressions, and make measurement simple and efficient. It then delivered full-screen, non-skippable CTV ads showcasing happy, healthy pets to consumers likely to buy.
At the center of the strategy was identity. The integration enabled Amazon Ads to match its authenticated audience graph with Roku’s device-level identity signals. That helped Stella & Chewy’s recognize logged-in audiences across Roku devices and the Roku operating system.
That connection gave the brand a clearer view of who it was reaching. Roku’s authenticated device signals were combined with Amazon’s shopping, browsing, and streaming insights to identify high-value pet-owner audiences with greater precision.
Stella & Chewy’s also prioritized Roku Media inventory accessed through Amazon Ads’ direct integration with Roku Exchange rather than relying solely on third-party SSPs. By bringing identity and media buying together through a more direct supply path, the brand could better manage frequency across publishers and reduce duplicate impressions.
That matters in a streaming environment where viewers rarely stay in one place. With the Amazon Ads and Roku integration, Stella & Chewy’s could put more of its budget toward finding relevant households it had not already saturated, rather than unintentionally reaching the same household again and again.
The Results: More reach, less redundancy, stronger engagement
Matching signals from Amazon and Roku delivered major improvements in reach, efficiency, and lower-funnel engagement.
Stella & Chewy’s achieved 76% more exclusive audience reach at equal spend, meaning the campaign expanded to substantially more audiences without requiring a larger media budget.
That broader reach came with improved efficiency. Stella & Chewy’s saw a 21% reduction in cost per reach, driven by lower frequency per viewer.
Instead of spending more of the budget repeatedly serving already-saturated audiences, the campaign put those dollars toward reaching additional viewers, with a 46% lift in unique authenticated households.
And the impact extended beyond the TV screen. Stella & Chewy’s recorded a 29% increase in detail page view rate, meaning audiences reached through the direct Roku integration visited the brand’s product pages on Amazon at a higher rate.
For Stella & Chewy’s, solving CTV fragmentation didn’t require choosing between reach and performance. A stronger identity connection helped the brand get more of both.
Ready to reach the right CTV audiences?
Ready to get started? Reach out to your Roku or Amazon sales representative to see how the integration can work for your next campaign.
1. TiVo Video Trends Report, Q4 2024 Source: TiVo Video Trends Report, Q2 2024; Accenture: Reinvent for Growth in the Media Industry, 202Source: TiVo Video Trends Report, Q2 2024; Accenture: Reinvent for Growth in the Media Industry, 202