Collaboration between Instacart and Roku intensifies, introducing novel shoppable ad formats
Instacart and Roku Strengthen Partnership to Revolutionize Shoppable Advertising
In a move to revolutionize the shopping and advertising landscape, Instacart and Roku have expanded their collaboration, officially announced in April 2024. This partnership aims to provide advertisers with precision targeting, highly relevant news, and measurable outcomes in a privacy-compliant way.
With this new partnership, people watching Roku can enjoy a seamless shopping experience. Advertisements on Roku can now lead directly to the purchase of the advertised products, with deliveries arriving in as little as an hour. Shoppers can choose from their favourite retailers, all from the comfort of their living rooms.
The partnership between Instacart and Roku also offers advertisers the opportunity to layer their Roku campaigns with Instacart first-party data. This enables the creation of category-based audience segments, including consumers who have bought the category and brand, lapsed users, or consumers new to the category or brand.
On average, across multiple advertisers, 52% of streamers who purchased a product they saw advertised on Roku via Instacart were new to that brand, indicating a significant potential for brand growth.
Roku can help brands reach consumers more effectively by delivering more relevant news based on their Instacart purchase behavior. The new advertising formats on Roku aim to simplify the shopping experience for consumers by providing a direct path to purchase from the ad creative.
The expanded partnership includes new interactive ad formats that allow consumers to purchase goods directly from a CTV ad. Consumer packaged goods advertisers on Roku can now create shoppable ads that allow users to make a purchase directly from their TV screen with Instacart as the landing destination. Advertisers can make targeted, high-impact shoppable placements on the Roku home screen that drive users to purchase products on Instacart.
Jay Askinasi, senior vice president and head of global media revenue and growth at Roku, stated that the partnership aims to provide advertisers with massive scale and full-funnel solutions. Tim Castelli, vice president of global advertising sales at Instacart, echoed this sentiment, stating that the partnership delivers precision targeting, highly relevant news, and measurable outcomes in a privacy-compliant way.
The partnership between Instacart and Roku builds on a 2023 partnership to offer advertisers insights to measure the impact of TV ads on e-commerce purchases. Numerous brands, including winery Josh Cellars, have leveraged the Instacart x Roku advertising partnership.
The partnership aims to help brands get more from their advertising efforts and provide consumers with simplified, personalized shopping experiences. The expanded advertising capabilities on Roku offer more opportunities for advertisers to reach and engage consumers, further strengthening the Instacart and Roku collaboration.
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