Who is your customer and where are they shopping
today. That said, don’t stop where will
they be shopping next week, next month, next year. What channels of distribution are your entrees,
sides, or deserts selling?
Steven Johnson Grocerant
Guru® at Tacoma, WA based Foodservice
Solutions® believes that if you are not evolving with your consumer’s, you
are capitulating market share. If you are a fresh food, meal provider today and
want to drive new electricity into your brand or garner new consumers you
should know about the Instacart and Roku partnership.
So, Instacart and Roku have teamed up to help
consumer packaged goods (CPG) advertisers make TV advertising more relevant and
performance-driven across the entire streamer’s journey. A pilot with select
partners revealed that consumers who saw the ad on Roku bought more of the advertised products on
Instacart.
You might not know that, in a pilot with a personal care
brand, 60% of those who bought the brand after seeing its campaign on the
Roku platform were new to the brand. Additionally, those who were exposed to a
beverage brand’s Roku campaign and were new buyers of the brand had a 70%
higher repeat rate than the average new-to-the-beverage-brand buyer on
Instacart.
This new collaboration brings together viewership data from
TV streaming platform Roku and insights
from grocery tech company Instacart for marketers to measure whether streamers
are buying products on Instacart after
seeing an ad on the Roku platform. By
matching this data with Roku’s first-party data, marketers can gauge the effect
of TV streaming advertising on product sales. The companies intend for the
partnership to help accelerate the shift of ad dollars into streaming TV and
retail media. Consumer interest in TV streaming is growing: According to
NielsenIQ, in July 2022, time spent streaming TV was larger than broadcast or
cable for the first time.
Alison Levin, VP of ad revenue and marketing solutions at Roku, stated, “Our goal is to help marketers
get more of what they love in TV,” noted. “Our partnership with Instacart makes
it easier to measure actual return-on-advertising spend in e-commerce and meet
consumers where they are – streaming TV.”
The new capability, Instacart’s
first TV streaming measurement partnership, will offer advertisers consumer
purchase insights from its Marketplace, which teams with more than 1,100 retail
banners and 80,000-plus stores throughout North America. With Instacart Ads,
thousands of CPG brands – category leaders and emerging brands alike – work
with the company to connect directly with consumers online at the point of
purchase.
Ali Miller, VP of ads product at San Francisco-based
Instacart, stated, “With Instacart Ads,
we’re committed to providing CPG brands the ad products, automation, insights
and measurement they need to help them meet their objectives and prove their
investment,” … which is available to more than 95% of households in the
United States and Canada…. “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 TV streaming. As we look ahead,
we’ll continue to innovate and expand on integrations and insights across every
touchpoint of the consumer journey to serve CPGs better.”
Are
you looking for new customers? Do you want to keep your current customers while
building new electricity? According to Johnson, “Brand
relevance is in part driven with innovation in new food products in combination
with new avenues of distribution all of which are the platform for the new
electricity.”
Johnson stated “that
in my minds-eye the new electricity must be very efficient for the supply and
includes such things as fresh foods, developing brands, unique urban
clothing, grocerant positioning, fresh food messaging, autonomous
delivery, cashier-less retail, plates, glasses, cash-less payments, digital
hand-held marketing.
All
retailers to survive the next generation of retail must embrace the artificial
intelligence revolution while simultaneously embracing fresh food that
is portable, fresh, with differentiation that is familiar not different.
This new partnership aims to provide innovative full-funnel
solutions offering greater accountability in TV streaming. With the addition of
Instacart, advertisers can access even
more e-commerce data from grocers and drug stores, alcoholic beverages,
apparel, beauty, home and office, and pet care products.
Don’t over reach. Are you ready for some fresh ideations?
Do your food marketing ideations look more like yesterday than tomorrow?
Interested in learning how Foodservice Solutions® can edify your retail food brand while creating a platform
for consumer convenient meal participation, differentiation
and individualization? Email us
at: Steve@FoodserviceSolutions.us or visit us on our social media sites by
clicking the following links: Facebook, LinkedIn, or Twitter
