Instacart and Roku Expand Advertising Partnership with New Shoppable Formats and Targeting

Core Insights - Instacart and Roku have expanded their partnership to create shoppable TV moments for consumers, enhancing the advertising experience for consumer-packaged goods (CPG) brands [1][2][6] Advertising Capabilities - New advertising features include shoppable ads that allow consumers to purchase products directly from ads via text messaging or QR codes, with delivery possible in as fast as one hour [3][6] - Home Screen ad formats enable targeted placements on Roku's Home Screen, driving users to purchase products on Instacart [4] - Enhanced targeting capabilities allow brands to reach consumers based on their Instacart purchase behavior, creating both granular and broad audience segments [5][6] Partnership Impact - The partnership has shown strong results, with 52% of streamers who purchased a product advertised on Roku via Instacart being new-to-brand [2] - Brands advertising with Instacart typically see an average sales lift of 15%, with some experiencing double that increase [7] Market Reach - Roku is the leading TV streaming platform in the U.S., reaching 83.6 million households, while Instacart partners with over 1,500 retail partners and is available to over 98% of households in the U.S. and Canada [7]