Who is your customer, how are they eating, where are they buying
meals and meal components 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
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