“We’re making shopping on TV as easy as it is on social,” said Peter Hamilton, head of TV commerce, Roku, in the release. “For years, streamers have purchased new Roku devices and signed up for millions of subscriptions with their Roku remote. Streaming commerce brings that same ease and convenience to marketers and shoppers.”
OneView, Roku’s ad-buying platform for TV streaming, will have the exclusive capability to activate and measure these shoppable ads. Additionally, marketers will be able to use Roku Brand Studio to design custom creative and branded content built for TV streaming and shopping.
Future iterations of this pilot will look for opportunities to build deeper commerce experiences that meet customers where they are, per the release.
While Walmart is the first retailer to offer shoppable ads of this kind via Roku, the streaming platform previously partnered with Kroger to enable marketers running campaigns via Roku’s TV platform to use the grocery giant’s shopper data for targeting and closed-loop attribution to measure campaign performance. While ads of this kind are yet to proliferate in the grocery space, a recent report from Dunnhumby indicates that could change quite rapidly.
At the Path to Purchase Institute’s (Retail Leader's sister brand) Future Forward event back in May, Roku’s Alannah Pawlik was joined by Kimberly-Clark’s Sommer Myles to discuss the emergence of TV streaming and the evolving CPG media strategy.
“With streaming, consumers are in charge … what better opportunity to transform consumers into customers than letting them have control over what they’re consuming, watching, streaming, etc.,” Pawlik said during a Trend Talk session at the event.