Roku Shares Pop on New Ad-targeting Program Announcement

Shares of streaming device maker Roku were sailing higher on Monday after the company announced a new ad-targeting program that is meant to help marketers of consumer-packaged goods conduct “more precise and measurable” streaming TV advertising.

According to the company’s press release, 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. Through the program, markets will have access to Kroger sales information as they make their media-buying choices.

KPM has 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.

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.

“We believe that all TV ads will be targeted and measurable,” commented 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,” said Cara Pratt, Vice President of Commercial and Product Strategy, Kroger Precision Marketing.

Disclaimer: We have no position in Roku Inc. (NASDAQ: ROKU) and have not been compensated for this article.