Instacart partners with Roku to bolster CPG advertising

Instacart on Wednesday announced a partnership with video streaming company Roku that aims to better track spending habits of those who use the services. 

The marriage of viewership data from Roku and shopping data from Instacart will help show the success or failure of various marketing campaigns on the streaming service.  

Roku noted in the announcement that in one test of a personal care brand advertised on Roku, 60% of those who bought product after seeing the advertisement were first-timers to the brand. Those exposed to a test beverage brand had a 70% higher repeat-customer than the average shopper of that category on Instacart, the streaming service noted. 

“With Instacart Ads, we're committed to providing CPG brands with the ad products, automation, insights and measurement they need to help them meet their objectives and prove the impact of their investment,” said Ali Miller, vice president of Ads Product at Instacart, in a statement. “We’re proud to partner with America’s No. 1 TV streaming platform, Roku, to give CPG brands even more insights to help them enhance and optimize their campaigns across streaming TV. As we look ahead, we’ll continue investing in integrations and insights across every touchpoint of the consumer journey to help CPGs drive and measure results.” 

Alison Levin, Roku’s vice president of Ad Revenue and Marketing Solutions, said in a statement that the partnership "makes it easier to measure actual return on advertising spend in e-commerce and meet consumers where they are—streaming TV.” 

The partnership is first effort in measuring TV streaming for Instacart and will offer advertisers insights into the grocery delivery company’s Marketplace, which includes more than 1,100 retail banners and 80,000 stores in North America, the Roku press release noted.  

The announcement comes on the heels of a partnership revealed in February between Roku and Instacart competitor DoorDash, enabling “shoppable ads” for viewers. Those ads appear on the Roku homescreen and during viewing and can be clicked for an immediate purchase.  

Roku has also partnered with Walmart and Kroger in recent years to allow viewers to purchase products while using the streaming service.