Instacart and Roku are expanding their 2023 partnership to include a range of new ad formats that make TV shoppable. The partners first teamed up a little over a year ago in a data-sharing deal aimed at helping marketers determine if Instacart purchases were driven by Roku ads. Now they are taking that partnership a step further, with new ad formats on Roku that enable direct purchases on Instacart.
“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 and Head of Global Media Revenue and Growth at Roku in a statement.
The new interactive ad formats include:
- Shoppable ads: CPG advertisers can create a direct path to purchase from their Roku ad creative via text messaging or QR code, with Instacart as the landing destination. Viewers can go from seeing an ad to getting the advertised product in as fast as an hour from their favorite Instacart-enabled retailers; and
- Home Screen ads: 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.
The partnership also offers CPG brands enhanced targeting capabilities and closed-loop measurement. Brands can now better reach consumers on Roku by delivering more relevant ads based on their Instacart purchase behavior. Advertisers are able to 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.
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“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,” said Tim Castelli, VP of Global Advertising Sales at Instacart in a statement. “Together, we are transforming how CPGs connect with consumers, making every ad not just an impression but a direct pathway to purchase.”
Roku has been at the forefront of shoppable TV advancements, inking deals with major brands including Shopify and Walmart as well as continually enhancing its adtech to make the consumer and advertiser experience more seamless. At the same time, Instacart has been ramping up its suite of retail media solutions, enabling grocers to easily offer advertising to their suppliers, and also has signed a number of deals with content providers — including NBCUniversal and its Peacock streaming service, as well as YouTube — to enable TV-based shopping experiences.
