SAN FRANCISCO, Calif. — Oct. 9, 2024 — 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: Now brands can also reach consumers on Roku better, 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 and innovative shoppable ad units with Instacart's first-party data and insights, we can now reach a massive TV streaming audience and offer them relevant and engaging ad experiences," said 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 , and to start shopping, visit .
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.
旧金山,加州—2024年10月9日—Instacart(纳斯达克:CART)和Roku(纳斯达克:ROKU)联手,为高意向客户提供可购物的电视时刻。在扩展合作关系中,北美领先的杂货技术公司和美国头号电视流媒体平台提供了消费品广告商所需的大规模和有价值的见解,以连接相关受众。通过互动广告格式、增强的定位能力和封闭环测量,这些品牌现在可以从他们的广告活动中获得更多收益—消费者则更接近在家舒适观看电视时轻松、个性化的购物体验。
Instacart和Roku于2023年首次合作,为广告商提供洞察力,以衡量电视广告对电子商务购买的影响。包括Josh Cellars在内的众多品牌已利用Instacart与Roku的广告合作。这种合作展示了强大的结果,展示了整合流媒体和购物的力量,将广告商的媒体努力转化为销售业绩。平均而言,跨多个广告商,有52%的流媒体观众通过Instacart在Roku上看到广告后购买产品。这些购买者是首次购买该品牌的。
现在所有广告商均可使用的新的Instacart和Roku广告功能包括:
• 可购物广告:在Roku上,消费品广告商可以通过短信或二维码创建直接购买路径,Instacart作为落地目的地。通过Instacart,观看Roku的用户可以从看到广告到在一个小时内拿到被广告的产品—从他们喜爱的零售商处购物。
• 主屏幕广告格式:广告商现在可以在Roku主屏幕上进行有针对性、高影响力的可购物投放,将用户引导到Instacart上购买这些产品。这一优质房地产业让品牌能够在观众决定在Roku上观看哪些节目时吸引他们的注意力。
• 定位:现在品牌也可以更好地在Roku上触达消费者,根据他们在Instacart的购买行为提供更相关的广告。广告商可以利用他们的Roku活动与Instacart的第一手数据相结合,构建基于种类的受众群体,包括细分的(例如,购买了他们的种类和品牌的消费者、长期未使用的用户、或者首次购买他们种类或品牌的消费者)以及更广泛的(例如购买了儿童产品或零糖产品的消费者),根据他们的广告活动目标的不同。
“我们很自豪地扩展了与Roku的合作伙伴关系,打造了一种广告体验,帮助人们在电视屏幕上看到广告,并在一个小时之内将该产品送到他们的门口,” Instacart的全球广告销售副总裁Tim Castelli表示。“凭借我们的综合规模和先进数据洞察力,我们以符合隐私要求的方式提供精确定位、高度相关的广告和可衡量的成果,以推动性能达到新的水平。我们正在一起改变CPG产品与消费者之间的连接方式,使每个广告都不仅是印象,而是直接通往购买的路径。”
“2023年,我们与Instacart合作推广了电视测量。现在,一年后,我们将注意力转向每位现代CPG营销人员所需的东西:大规模和全漏斗解决方案,” Roku全球媒体营收与增长负责人Jay Askinasi表示。“广告客户可以利用更多的Roku体验,从主屏幕广告位置到互动购物广告。用户通过Roku遥控器点击,即可直接从电视屏幕购买商品。”
“我们一直在不断测试新的渠道,作为我们营销工作的一部分,以满足我们客户所在的位置。结合Roku的规模和创新购物广告单元与Instacart的第一方数据和洞察力,我们现在可以触及庞大的电视流媒体受众,并为他们提供相关和引人入胜的广告体验,” Deutsch Family Wines & Spirits的首席品牌官Dan Kleinmain表示。
Roku,美国第一电视流媒体平台,在美国有8360万户机顶盒用户。Instacart在其平台上有1500多个零售合作伙伴,并在美国和加拿大98%的家庭中可用。如今,Instacart与6000多个品牌合作伙伴合作,提供全漏斗广告解决方案。在与Instacart合作的品牌平均销售额增长15%,有时达到原值的两倍。
关于 Instacart Instacart,北美领先的杂货科技公司,与杂货商和零售商合作,改变人们的购物方式。该公司与1500多个国家、区域和本地零售标识合作,在Instacart平台上从北美超过85000家店铺提供在线购物、送货和取货服务。Instacart使数百万人能够从他们喜爱的零售商那里购买所需的杂货,并使大约60万Instacart购物者有机会按照自己灵活的时间表挑选、打包和送货。Instacart平台为零售商提供一套高级技术产品和服务,以支持他们的电子商务体验,完成订单,数字化实体店铺,提供广告服务和洞察力。通过Instacart广告,数百家CPG品牌-从行业领导者到新兴品牌-与公司合作,直接与消费者在线连接,在购买点销售商品。通过Instacart Health,公司正在提供工具增加营养保障,使消费者更容易做出健康选择,并拓展食品在改善健康结果中的作用。有关更多信息,请访问网站,并开始购物,请访问。
关于Roku, Inc.
Roku率先在电视上开创了流媒体。我们将用户与他们喜爱的内容连接起来,使内容发布者能够构建并实现大众化,同时为广告商提供独特的能力来吸引消费者。Roku电视型号、Roku流媒体播放器和与电视相关的音频设备可通过直接零售销售和/或与电视OEm品牌的许可安排在世界各地的各个国家/地区购买。Roku品牌的电视和Roku智能家居产品仅在美国销售。Roku还经营The Roku Channel,这是免费和付费娱乐节目的家园,独家提供Roku原创内容。The Roku Channel在美国、加拿大、墨西哥和英国提供。Roku总部位于美国加州圣何塞。