Instacart and Roku Expand Advertising Partnership with New Shoppable Formats and Targeting
Instacart (NASDAQ: CART) and Roku (NASDAQ: ROKU) have expanded their advertising partnership, introducing new shoppable formats and targeting capabilities for CPG advertisers. The collaboration aims to make TV moments shoppable for high-intent customers, offering:
1. Shoppable ads on Roku with direct purchase options via Instacart
2. Home Screen ad formats on Roku linking to Instacart purchases
3. Enhanced targeting using Instacart's first-party data
The partnership has shown strong results, with 52% of Roku streamers who purchased advertised products via Instacart being new-to-brand. This expansion builds on their initial 2023 collaboration, which focused on measuring TV ad impact on e-commerce purchases.
Instacart (NASDAQ: CART) e Roku (NASDAQ: ROKU) hanno ampliato la loro partnership pubblicitaria, introducendo nuovi formati acquistabili e capacità di targeting per gli inserzionisti CPG. La collaborazione mira a rendere i momenti televisivi acquistabili per i clienti ad alta intenzione, offrendo:
1. Pubblicità acquistabili su Roku con opzioni di acquisto diretto tramite Instacart
2. Formati pubblicitari sulla Home Screen di Roku che collegano agli acquisti su Instacart
3. Targeting avanzato utilizzando i dati di prima parte di Instacart
La partnership ha mostrato risultati significativi, con il 52% degli streamer di Roku che hanno acquistato prodotti pubblicizzati tramite Instacart che erano nuovi per il marchio. Questa espansione si basa sulla loro collaborazione iniziale del 2023, che si è concentrata sulla misurazione dell'impatto della pubblicità televisiva sugli acquisti e-commerce.
Instacart (NASDAQ: CART) y Roku (NASDAQ: ROKU) han ampliado su alianza publicitaria, introduciendo nuevos formatos comprables y capacidades de segmentación para los anunciantes de CPG. La colaboración tiene como objetivo hacer que los momentos de televisión sean comprables para los clientes de alta intención, ofreciendo:
1. Anuncios comprables en Roku con opciones de compra directa a través de Instacart
2. Formatos de anuncios en la pantalla de inicio de Roku que enlazan a compras en Instacart
3. Segmentación mejorada utilizando los datos de primera parte de Instacart
La asociación ha mostrado resultados fuertes, con el 52% de los streamers de Roku que compraron productos publicitados a través de Instacart siendo nuevos para la marca. Esta expansión se basa en su colaboración inicial de 2023, que se centró en medir el impacto de la publicidad televisiva en las compras de e-commerce.
인스타카트 (NASDAQ: CART)와 로쿠 (NASDAQ: ROKU)는 광고 파트너십을 확대하여 CPG 광고주를 위한 새로운 구매 가능 형식 및 타겟팅 기능을 도입했습니다. 이 협력은 TV 순간을 구매 의도가 높은 고객을 위한 구매 가능하게 만드는 것을 목표로 하며, 다음과 같은 혜택을 제공합니다:
1. 구매 가능 광고가 로쿠에서 인스타카트를 통해 직접 구매 옵션과 함께 제공됨
2. 홈 스크린 광고 형식이 로쿠에서 인스타카트 구매로 연결됨
3. 인스타카트의 1차 데이터를 활용한 강화된 타겟팅
이번 파트너십은 인스타카트를 통해 광고된 제품을 구매한 로쿠 스트리머의 52%가 브랜드에 신규 고객인 매우 긍정적인 결과를 보여주고 있습니다. 이번 확장은 2023년 초기 협력에 기반을 두고 있으며, TV 광고가 전자상거래 구매에 미치는 영향을 측정하는 데 중점을 두었습니다.
Instacart (NASDAQ: CART) et Roku (NASDAQ: ROKU) ont élargi leur partenariat publicitaire en introduisant de nouveaux formats achetables et capacités de ciblage pour les annonceurs CPG. Cette collaboration vise à rendre les moments télévisuels achetables pour les clients à intention élevée, en offrant :
1. Annonces achetables sur Roku avec des options d'achat direct via Instacart
2. Formats publicitaires sur l'écran d'accueil de Roku renvoyant aux achats Instacart
3. Ciblage amélioré grâce aux données de première partie d'Instacart
Le partenariat a montré des résultats solides, avec 52 % des utilisateurs de Roku ayant acheté des produits annoncés via Instacart étant nouveaux pour la marque. Cette expansion repose sur leur collaboration initiale de 2023, qui a mis l'accent sur la mesure de l'impact des publicités télévisées sur les achats en ligne.
Instacart (NASDAQ: CART) und Roku (NASDAQ: ROKU) haben ihre Werbepartnerschaft erweitert und neue kauferische Formate und Zielgruppierungsmöglichkeiten für CPG-Werbetreibende eingeführt. Die Zusammenarbeit hat zum Ziel, TV-Momente für kaufwillige Kunden zugänglich zu machen, und bietet:
1. Kaufbare Anzeigen auf Roku mit direkten Kaufoptionen über Instacart
2. Startbildschirm-Anzeigenformate auf Roku, die auf Instacart-Käufe verlinken
3. Verbesserte Zielgruppierung mithilfe von Instacarts First-Party-Daten
Die Partnerschaft hat starke Ergebnisse gezeigt, wobei 52% der Roku-Streamer, die über Instacart beworbene Produkte gekauft haben, neu bei der Marke sind. Diese Erweiterung baut auf ihrer ersten Zusammenarbeit im Jahr 2023 auf, die sich auf die Messung der Wirkung von TV-Werbung auf E-Commerce-Käufe konzentrierte.
- Expansion of advertising partnership between Instacart and Roku, potentially increasing revenue streams
- Introduction of new shoppable ad formats and targeting capabilities, enhancing advertiser offerings
- 52% of Roku streamers purchasing advertised products via Instacart were new-to-brand customers
- Instacart partners see an average sales lift of 15% (sometimes double) when advertising on the platform
- Roku's large user base of 83.6 million households provides significant reach for advertisers
- Instacart's availability to over 98% of households in the U.S. and Canada offers extensive market coverage
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Insights
This expanded partnership between Instacart and Roku represents a significant advancement in shoppable TV advertising. The integration of Instacart's e-commerce capabilities with Roku's streaming platform creates a powerful ecosystem for CPG advertisers. Key benefits include:
- Direct path to purchase from TV ads via text or QR codes
- High-impact shoppable placements on Roku's Home Screen
- Enhanced targeting using Instacart's first-party purchase data
- Closed-loop measurement linking TV ad exposure to sales
The 52% new-to-brand customer acquisition stat is particularly impressive, showing the partnership's effectiveness in reaching new audiences. For CPG brands, this offers a unique opportunity to drive both awareness and immediate sales through a single channel. The ability to measure TV ad impact on e-commerce purchases addresses a long-standing challenge in advertising attribution.
However, the success of this initiative will depend on consumer adoption of shoppable TV features and the seamlessness of the purchasing experience. It's also worth noting that while this partnership offers significant benefits, it may also increase advertising costs due to the premium nature of the targeting and shoppable features.
This partnership marks a significant shift in the e-commerce landscape, blending content consumption with instant purchasing capabilities. The integration of Instacart's vast retail network with Roku's extensive streaming audience creates a powerful platform for CPG brands to drive sales directly from TV advertisements.
Key strategic implications include:
- Shortened customer journey from ad exposure to purchase
- Improved ad relevance through Instacart's purchase behavior data
- Potential for higher conversion rates due to targeted, actionable ads
- New revenue streams for both Instacart and Roku
The average 15% sales lift for brands advertising with Instacart is a strong indicator of the potential impact. This partnership could accelerate the trend towards 't-commerce' (television commerce), potentially reshaping how consumers interact with TV advertising.
However, challenges may arise in terms of user experience and privacy concerns. The success of this initiative will depend on striking the right balance between convenience and intrusiveness in the streaming experience. Additionally, the effectiveness of this approach across different product categories and price points remains to be seen.
Instacart and Roku first partnered in 2023 to offer advertisers insights to measure the impact of TV ads on e-commerce purchases. Numerous brands including Josh Cellars have leveraged the Instacart x Roku advertising partnership. This collaboration is showing strong results that demonstrate the power of integrating streaming and shopping, translating advertisers' media efforts to sales. On average, across multiple advertisers,
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 premium real estate 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.
"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, Vice President 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."
"In 2023, we partnered with Instacart to unlock TV measurement. Now, a year later, we're turning our attention to what every modern CPG marketer needs: massive scale and full-funnel solutions," said Jay Askinasi, SVP, Head of Global Media Revenue and Growth at Roku. "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."
"We are constantly testing new channels as part of our marketing efforts to meet our customers where they are. Combining Roku's scale & innovative shoppable ad units with Instacart's first-party data & insights, we can now reach a massive TV streaming audience and offer them relevant and engaging ad experiences." – Dan Kleinman, Chief Brand Officer Deutsch Family Wines & Spirits.
Roku, the #1 TV streaming platform in the
About Instacart
Instacart, the leading grocery technology company in
For anyone interested in becoming an Instacart shopper, visit https://shoppers.instacart.com/.
About Roku, Inc.
Roku pioneered streaming on TV. We connect users to the content they love, enable content publishers to build and monetize large audiences, and provide advertisers with unique capabilities to engage consumers. Roku TV™ models, Roku streaming players, and TV- related audio devices are available in various countries around the world through direct retail sales and/or licensing arrangements with TV OEM brands. Roku-branded TVs and Roku Smart Home products are sold exclusively in
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SOURCE Maplebear Inc. dba Instacart
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