Today, Instacart and Roku, the TV streaming platform, partnered to help CPG advertisers make TV advertising more relevant and performance-driven across a streamer’s journey, according to the companies.
The partnership brings together viewership data from Roku and insights from Instacart for marketers to measure whether streamers are purchasing products on Instacart after seeing an ad on Roku.
The following is an example of this data in action: those who were exposed to a beverage brand’s Roku campaign and were new purchasers of the brand had a 70 percent higher repeat rate than the average new-to-the-beverage-brand buyer on Instacart, according to Roku.
The relationship seeks to help shift ad dollars into streaming TV and retail media.
“Our goal is to help marketers get more of what they love in TV,” said Alison Levin, VP of ad revenue and marketing solutions at Roku, in a statement. “Our partnership with Instacart makes it easier to measure actual return on advertising spend in ecommerce and meet consumers where they are–streaming TV.”
The new capability represents Instacart’s first TV streaming measurement partnership and will offer advertisers consumer purchase insights from its Marketplace, which includes more than 1,100 retail banners and more than 80,000 stores in North America. With Instacart Ads, thousands of CPG brands partner with the company to connect directly with consumers online.
“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 the impact of their investment,” said Ali Miller, VP of ads product at Instacart, in a statement. “As we look ahead, we’ll continue investing in integrations and insights across every touchpoint of the consumer journey to help CPGs drive and measure results.”
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