Roku recently launched a consumer data program that will attempt to improve advertising targeting for CPG brands. The consumer data program was created in collaboration with Kroger PErcision Marketing. Kroger Precision Marking has complied with data from approximately 60 million houses across around 2,800 Kroger stores.
The mass amount of data can then be used by CPG brands to better target TV and online ads to different cross-sections of consumers. Consumers can be segmented based on factors like purchase history, in order to determine what future purchasing habits may look like.
Roku has seen a drastic uptick in accounts on the platform, which may make it more attractive to advertisers as many younger consumers are cord-cutters.
Consumer Data Advertising Programs
Roku and Kroger Created a Targeted Ads Consumer Data Program
Trend Themes
1. Improved Advertising Targeting - Roku's consumer data program offers an opportunity to improve advertising targeting for CPG brands by leveraging consumer data.
2. Segmented Consumer Insights - Using data from Kroger stores, CPG brands can segment consumers based on factors like purchase history, providing insights into future purchasing habits.
3. Cord-cutters' Advertising Reach - As Roku attracts more accounts, it presents an opportunity for advertisers to reach a larger audience, particularly younger consumers who are cord-cutters.
Industry Implications
1. Consumer Packaged Goods (CPG) - CPG brands can leverage Roku's consumer data program to enhance their advertising strategies and target specific consumer segments more effectively.
2. Television Advertising - The improved advertising targeting offered by Roku's consumer data program can revolutionize television advertising by enabling brands to reach their target audience more accurately.
3. Online Advertising - Roku's consumer data program provides an opportunity for online advertisers to optimize their ad campaigns by delivering targeted ads to specific consumer segments.