Roku Announces New Shopper Data Program; Kroger Named Launch Partner
June 08 2020 - 9:00AM
Business Wire
America’s leading streaming platform plans to
team up with America’s largest grocery store to build targeting
& attribution tools to make TV advertising more effective
Roku, Inc. (Nasdaq: ROKU) announced today that the
company launched a new shopper data program to make TV advertising
more precise and measurable for CPG marketers. Kroger Precision
Marketing (KPM) plans to join the program as the launch partner to
build first-to-market targeting and attribution tools for streaming
TV.
A completion of the integration will give marketers access to
Kroger data science for targeting and closed-loop attribution to
measure campaign performance across the Roku platform, as well as
tools from Roku to measure the effectiveness of linear TV built on
the largest licensed TV operating system in North America.
CPG marketers are seeking advanced data solutions to make TV
advertising more relevant and performance-driven. Targeting
advertising can increase effectiveness and minimize ad waste while
achieving the scale CPG marketers require. For instance, KPM can
help marketers segment messages to high-volume category buyers,
customers who occasionally buy a category, or those who buy a
complementary category.
The new shopper data program will provide Kroger sales
information to help marketers make smarter media buying decisions.
Marketers will be able to use the program to activate advertising
across hundreds of ad-supported channels on America’s No.1
streaming platform (by hours streamed according to Kantar) and to
tie ad exposure directly to in-store and online sales.
KPM, the media solution from America’s largest grocery store,
joins Roku’s program with data from 60 million households across
nearly 2,800 Kroger 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
“We believe that all TV ads will be targeted and measurable,”
said Alison Levin, Vice President 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.”
“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.
About Roku, Inc.
Roku pioneered streaming to the TV. We connect users to the
streaming content they love, enable content publishers to build and
monetize large audiences, and provide advertisers with unique
capabilities to engage consumers. Roku TV™ models and Roku
streaming players are available around the world through direct
retail sales and licensing arrangements with TV OEMs and service
operators. Roku audio products are available in the U.S. through
direct retail sales. Roku is headquartered in San Jose, Calif.,
U.S.A.
Forward-Looking Statements
This press release contains “forward-looking” statements that
are based on our beliefs and assumptions and on information
currently available to us. Forward-looking statements include all
statements that are not historical facts and can be identified by
terms such as “anticipate,” “believe,” “continue,” “could,”
“design,” “estimate,” “expect,” “may,” “seek,” “should,” “will,”
“would” or similar expressions and the negatives of those terms.
Forward-looking statements involve known and unknown risks,
uncertainties and other factors that may cause our actual results,
performance or achievements to be materially different from any
future results, performance or achievements expressed or implied by
the forward-looking statements. Forward-looking statements
represent our beliefs and assumptions only as of the date of this
press release. These statements include those statements related to
our new shopper data program and its proposed capabilities, tools,
reach and benefits (to us, partners and CPG marketers and
advertisers); the plan for KPM to be a launch partner in the
program and the benefits that an integration with KPM would bring
to KPM, us and CPG marketers and advertisers; trends in TV viewing
shifting from linear to streaming; trends in TV ads becoming more
targeted and measurable; and shifts in advertiser and marketer
needs, desires, and spend. Except as required by law, we assume no
obligation to update these forward-looking statements publicly, or
to update the reasons actual results could differ materially from
those anticipated in the forward-looking statements, even if new
information becomes available in the future. Further information on
factors that could cause actual results to differ materially from
the results anticipated by our forward-looking statements is
included in the reports we have filed with the Securities and
Exchange Commission, including our Annual Report on Form 10-K for
the year ended December 31, 2019 and our Quarterly Report on Form
10-Q for the quarter ended March 31, 2020. Copies of reports filed
with the Securities and Exchange Commission are posted on Roku’s
website and are available from Roku without charge.
Roku, Roku TV, and OneView are trademarks and/or registered
trademarks of Roku, Inc. in the United States.
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Sarah Saul ssaul@roku.com
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