Instacart and Roku broaden their advertising collaboration through the introduction of interactive ad formats for online shopping.
Instacart and Roku have expanded their advertising partnership, aiming to deliver precision targeting, highly relevant ads, and measurable outcomes in a privacy-compliant manner. This collaboration seeks to help brands get more from their advertising efforts while providing consumers with simplified, personalized shopping experiences.
Tim Castelli, Vice President of Global Advertising Sales at Instacart, and Jay Askinasi, Senior Vice President and Head of Global Media Revenue and Growth at Roku, have been instrumental in driving this partnership.
Consumer packaged goods advertisers can now create a direct path to purchase from their ad creative on Roku via text messaging or QR code, with Instacart as the landing destination. This means that 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 through Instacart.
The expanded partnership includes new interactive ad formats that allow consumers to purchase goods directly from connected TV (CTV) ads. Advertisers can make targeted, high-impact shoppable placements on the Roku home screen that drive users to purchase those products on Instacart, utilizing premium real estate to capture viewers' attention.
Brands can also layer their Roku campaigns with Instacart first-party data to build category-based audience segments. This includes consumers who have bought their category and brand, lapsed users, or consumers new to their category or brand. The partnership also enables advertisers to reach more broadly, such as consumers who have purchased kids products or zero-sugar products, depending on the campaign objective.
The collaboration builds on a 2023 partnership between Instacart and Roku to offer advertisers insights to measure the impact of TV ads on e-commerce purchases. Numerous brands, including winery Josh Cellars, have already leveraged the Instacart x Roku advertising partnership.
On average, across multiple advertisers, 52% of streamers who purchased a product they saw advertised on Roku via Instacart were new to that brand. This suggests that the partnership is effective in attracting new customers for advertisers.
The expanded partnership between Instacart and Roku is set to provide brands with access to more of the Roku experience, including Home Screen ad placements and shoppable ads, thus making advertising more effective and personalized for both brands and consumers.
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