Dick's, Roku Team Up to Elevate Audience Targeting

Dick’s Sporting Goods’ retailer media network has become the first RMN to integrate with Roku Data Cloud. The collaboration helps Dick’s advertisers reach “athlete” audiences across streaming TV. 

The partnership, announced on June 10, enables brands working with Dick’s Media to leverage Roku Data Cloud’s authenticated viewership data for improved targeting, measurement and optimization on the streaming platform.

Also Read: Why Retail Media Hits Different at Dick’s Sporting Goods

Roku launched its Data Cloud earlier this year to provide marketers with deeper insights and more transparency across the streaming landscape. 

The collaboration also allows Dick’s Media to bring its first-party audience data — representing more than 45 million addressable athletes (per Dick’s internal data) — into Roku’s clean room environment, according to a media release. For advertisers, this means the ability to target verified Dick’s customers on connected TV (CTV) with greater precision and insights.

Pilot Campaigns, Early Results

In a series of pilot campaigns, several national golf brands reached sports audiences within the Roku ecosystem using custom ad formats. These campaigns combined Dick’s and Roku’s audience data and delivered a 2x to 5x ROI at the brand level, with direct attribution to both e-commerce and in-store sales, per the release.

This closed-loop measurement, enabled by Roku Data Cloud, gave Dick’s and Roku insights into both who responded to the campaigns as well as where messages drove conversions to help inform future collaborations.

“Brands can use it to seamlessly access our unique audience intelligence, gaining a sharper understanding of their audience and reducing wasted media impressions,” Roku said in the release.