Instacart, Roku enhance ad partnership
Instacart is expanding its partnership with a leading TV streaming platform to boost its advertising efforts.
The grocery technology company will launch interactive ad formats, enhanced targeting capabilities, and closed-loop measurement on Roku channels. Instacart and Roku first partnered in 2023 to offer advertisers insights to measure the impact of TV ads on e-commerce purchases.
"We are proud to expand our partnership with Roku, creating an advertising experience that helps people see an ad and get that product from their TV screen to their doorstep in as fast as an hour," said Tim Castelli, VP of global advertising sales at Instacart. "With our combined scale and advanced data insights, we're delivering precision targeting, highly relevant ads, and measurable outcomes in a privacy-compliant way to drive performance at a new level. Together, we are transforming how CPGs connect with consumers, making every ad not just an impression, but a direct pathway to purchase."
[READ MORE: How will connected TV users shop this holiday season?]
The new Instacart and Roku advertising capabilities now available to all advertisers include:
- Shoppable ads: On Roku, CPG advertisers can create a direct path to purchase from their ad creative via text messaging or QR code, with Instacart as the landing destination. With Instacart, people watching Roku can go from seeing an ad to getting the advertised products in their hands in as fast as an hour - shopping from their favorite retailers.
- Home Screen ad formats: Advertisers can now make targeted, high-impact shoppable placements on the Roku Home Screen that drive users to purchase those products on Instacart. This enables brands to capture the attention of viewers as they decide which shows they want to watch on Roku.
- Targeting: Brands can also now better reach consumers on Roku by delivering more relevant ads based on their Instacart purchase behavior. Advertisers can layer their Roku campaigns with Instacart first-party data to build category-based audience segments, both granularly (e.g. consumers who have bought their category and brand, lapsed users, or consumers new to their category or brand) as well as more broadly (e.g. consumers who have purchased kids products or zero sugar products), depending on their campaign objective.
"In 2023, we partnered with Instacart to unlock TV measurement,” said Jay Askinasi, senior VP, head of global media revenue and growth at Roku. “Now, a year later, we're turning our attention to what every modern CPG marketer needs: massive scale and full-funnel solutions. Advertisers can utilize even more of the Roku experience, from Home Screen ad placements to interactive shoppable ads. With the click of the Roku remote, users can make a purchase directly from their TV screen."
Roku currently streams to 83.6 million households, while Instacart has more than 1,500 retail partners on its platform and is available to over 98% of households in the United States and Canada. Today, Instacart partners with over 6,000 brand partners to offer full-funnel advertising solutions.
