• by Karlene Lukovitz  @KLmarketdaily, February 7, 2023

In time for the Super Bowl, Roku and DoorDash have unveiled a partnership that lets DoorDash restaurants and grocers in North America and Mexico integrate click-to-order offers within Roku ads.

The multiyear partnership also lets DoorDash merchants attribute, target and do end-to-end ROI tracking and measurement for streaming ads on Roku, according to the companies.

Consumers interact with the TV ad offer, receive the promotion through SMS/email, and are led to the storefront directly in the DoorDash app to redeem. 

Wendy’s, the first participating advertiser, is offering $5 with any purchase of $15 or more exclusively through the new shoppable platform. 

According to Roku, one in three of its users order take-out or food delivery weekly, and 36% are interested in receiving interactive offers that include a scannable QR code or text message. 

To drive participation, the partners are simultaneously offering new DoorDash subscribers who are also new or existing Roku account holders with a linked streaming or smart-home device six months’ free access to DashPass. DashPass is a DoorDash membership program that features free delivery fees on eligible orders from thousands of restaurants, grocery, convenience, and retail stores nationwide.

If successful, the offering could help sell Roku devices and subscriptions, as well as DashPash users (the trial offer is auto-renew) and QSR and grocery sales.