SAN
FRANCISCO, Oct. 9, 2024 /PRNewswire/ -- Together,
Instacart (NASDAQ: CART) and Roku (NASDAQ: ROKU) are making TV
moments shoppable for high-intent customers. In an expanded
partnership, the leading grocery technology company in North America and the #1 TV streaming platform
in the U.S. are providing the massive scale and valuable insights
that consumer-packaged goods (CPG) advertisers need to connect with
relevant audiences. With interactive ad formats, enhanced targeting
capabilities, and closed-loop measurement, these brands can now get
more from their advertising efforts—and consumers are one step
closer to effortless and personalized shopping experiences while
watching TV in the comfort of their homes.
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, 52% of streamers who
purchased a product they saw advertised on Roku via Instacart were
new-to-brand.
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 U.S., is streaming to
83.6 million households. Instacart has more than 1,500 retail
partners on its platform and is available to over 98% of households
in the U.S. and Canada. Today,
Instacart partners with over 6,000 brand partners to offer
full-funnel advertising solutions. Brands advertising with
Instacart see an average sales lift of 15% – and sometimes double
that.
About Instacart
Instacart, the leading grocery technology company in North America, works with grocers and
retailers to transform how people shop. The company partners with
more than 1,500 national, regional, and local retail banners to
facilitate online shopping, delivery and pickup services from more
than 85,000 stores across North
America on the Instacart Marketplace. Instacart makes it
possible for millions of people to get the groceries they need from
the retailers they love, and for approximately 600,000 Instacart
shoppers to earn by picking, packing and delivering orders on their
own flexible schedule. The Instacart Platform offers retailers a
suite of enterprise-grade technology products and services to power
their e-commerce experiences, fulfill orders, digitize
brick-and-mortar stores, provide advertising services, and glean
insights. With Instacart Ads, thousands of CPG brands – from
category leaders to emerging brands – partner with the company to
connect directly with consumers online, right at the point of
purchase. With Instacart Health, the company is providing tools to
increase nutrition security, make healthy choices easier for
consumers, and expand the role that food can play in improving
health outcomes. For more information, visit
www.instacart.com/company, and to start shopping,
visit www.instacart.com.
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 the United States. Roku also operates The Roku
Channel, the home of free and premium entertainment with exclusive
access to Roku Originals. The Roku Channel is available in
the United States, Canada, Mexico, and the United Kingdom. Roku is headquartered in
San Jose, Calif., U.S.A.
This press release contains "forward-looking" statements that
are based on our beliefs and assumptions and on information
currently available to us on the date of this press release.
Forward-looking statements may involve known and unknown risks,
uncertainties and other factors that may cause our actual results,
performance or achievements to be materially different from those
expressed or implied by the forward-looking statements. These
statements include but are not limited to those related to the
features, benefits, growth and reach of the Roku platform; trends
related to TV streaming, advertising, retail media and grocery
delivery. Except as required by law, we assume no obligation to
update these forward-looking statements publicly, or to update the
reasons actual results could differ materially from those
anticipated in the forward-looking statements, even if new
information becomes available in the future. Important factors that
could cause our actual results to differ materially are detailed
from time to time in the reports Roku, Inc. files with the
Securities and Exchange Commission, including our Annual Report on
Form 10-K for the year ended December 31,
2023, and our Quarterly Report on Form 10-Q for the quarter
ended June 30, 2024. Copies of
reports filed with the SEC are posted on Roku's website and are
available from Roku without charge.
Roku and Roku TV are trademarks or registered trademarks of
Roku, Inc. in the US and in other countries. Tradenames,
trademarks, and service marks of other companies appearing in this
press release are the property of their respective holders.
View original content to download
multimedia:https://www.prnewswire.com/news-releases/instacart-and-roku-expand-advertising-partnership-with-new-shoppable-formats-and-targeting-302270669.html
SOURCE Maplebear Inc. dba Instacart