Instacart & Roku

The Lempert Report
May 16, 2023

Instacart and Roku have partnered. What they're doing, which is really interesting to me, is that Instacart is taking viewership data from Roku, putting it together with the insights from Instacart and basically they're trying to figure out where streamers are purchasing products on Instacart after seeing an ad on Roku. What they found is those who were exposed to a beverage brand on Roku were new purchasers of the brand. They had a 70% higher repeat rate than the average new to the beverage brand buyer on Instacart. So it looks like Instacart really is finally finding its way, and it's not about picking groceries and delivering them, but being a media giant where they're really gonna take over advertising and add another whole level of intelligence to those shoppers. 

Sally: Yes, it's a fantastic partnership for CPGs, to find marketing solutions where they can really see a return on their advertising dollars, whether that's coming from TV or from internet ads. They can use Instacart to help them measure that success. What I'm curious about is why on watching TV on Roku, there was a 70% higher rate of repeat buyers for a brand. That's what I'd like to know. 

Phil: Yeah, and maybe when you have a subscription service like Roku or Netflix or whatever, Peacock and and so on, you're paying more attention to it because you're paying for it. Maybe that's why? I don't know. I don't know. We'd have to ask Roku.