Roku announced Monday a new customer data program that will benefit advertisers by allowing the platform to help advertisers better reach their target audience. Roku will partner with the grocery store chain Kroger to test the tools at launch.
“We believe that all TV ads will be targeted and measurable,” added Alison Levin, VP of ad sales and strategy, Roku. “Our new shopper data program will make it easier and more effective for CPG advertisers to shift spend to streaming and focus on value for every ad dollar spent.”
This data program will give Kroger information to help marketers make better advertising decisions. Marketers will be able to use the program to activate advertising across hundreds of ad-supported channels on Roku and use that data for in-store and online sales as well.
KPM, the media solution for Kroger, will provide data from 60 million households across Kroger’s 2,800 stores. With streaming TV accelerating, KPM sought a market leader in OTT to bring accurate identity and viewing data founded in a direct consumer relationship. Roku delivers scale, with 39.8 million active accounts as of Q1 2020 and 13.2 billion hours streamed during Q1 2020
“Kroger Precision Marketing is eager to help advertisers understand exactly how their TV investment impacts sales. TV streaming brings digital-like precision to the big screen. We are excited for the opportunity to work with Roku because of its scale and direct consumer relationship,” adds Cara Pratt, Vice President of Commercial and Product Strategy, Kroger Precision Marketing.
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