Instacart, Walmart, and others are rushing to power streaming TV ads to capture a $5.6 billion opportunity for retail media
"Any way to tie lower-funnel or novel insights into how campaigns are actually driving a change in consumer behavior is going to be incredibly powerful," said Ali Miller, VP of ads product at Instacart. For instance, in a pilot campaign for a personal care brand, Instacart and Roku said that 60% of people who purchased a product after seeing an ad were new customers to the brand.
Those bigger budgets also come from advertisers that don't sell products through retailers but have large ad budgets, like automakers and entertainment companies, Lai said.Ana Milicevic, principal and cofounder at Sparrow Advisers, said that TV ad sellers equally need partnerships with retailers to get new ways of buying TV off the ground.
Streaming ads are often pitched as being more targetable and measurable than linear ads. They also promise features that offer a better experience for viewers, like"frequency capping," which restricts how often an ad is shown, so people don't see the same one repeatedly. Selling those new features with retailers' data helps solidify the pitch, Milicevic said.
Both Walmart and Albertsons works with the Trade Desk to target streaming ads. Kroger has a deal with Disney both Disney and Roku.
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