Roku Launches TV Ad Impact Measures

In the US, TV streaming platform Roku has launched a shopper data program promising to make ads 'more precise and measurable' for CPG marketers. Grocery store giant Kroger says its shopper personalization platform KPM will join the program as its launch partner.

Roku connects users to their favourite streaming content, enabling content publishers to build and monetize large audiences, with targeted ads. The company has 39.8 million active accounts and during the first quarter, logged 13.2 billion hours of streaming.

Kroger Precision Marketing (KPM), which is powered by the chain's loyalty card data, will join Roku's new program with data from 60 million households across nearly 2,800 Kroger stores. This integration will provide marketers with access to Kroger data science for targeting and closed-loop attribution with which to measure campaign performance across the Roku platform, as well as tools from Roku to measure the effectiveness of linear TV. KPM will use the partnership to help build targeting and attribution tools for streaming TV; and marketers will be able to use the program to tie ad exposure directly to in-store and online sales.

Alison Levin, VP of Ad Sales and Strategy, Roku, says the 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. Cara Pratt, VP of Commercial and Product Strategy, KPM, says her platform is 'eager to help advertisers understand exactly how their TV investment impacts sales', and adds: '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'.

Web sites: www.roku.com and www.krogerprecisionmarketing.com .