Case study
Stella & Chewy's reached 76% exclusive audience with the Roku and Amazon Ads integration
Natural pet food brand Stella & Chewy's activated Roku Media deals through the Roku Exchange integration with Amazon DSP. Results signaled that a direct supply path to authenticated audiences reached high-intent customers more efficiently.
key insights
+76%
Exclusive audience reach
-21%
Lower cost per reach with reduced frequency
+29%
Increased detail page view rate
Solutions used
Goals
Stella & Chewy's, a premium natural pet food brand known for their raw and natural pet food products, faced a critical challenge: reaching new-to-brand pet owner households through connected TV (CTV) without wasting budget on repeated impressions. As consumers shifted viewing habits to streaming platforms, the brand saw an opportunity to engage audiences on the big screen. However, the fragmented CTV landscape made efficient, exclusive reach difficult to achieve. Traditional marketplace buying without a data match, via a third-party supply-side platform (SSP), resulted in overlapping reach and higher frequency. This meant the brand's budget was going toward showing ads to the same viewers rather than expanding to new households. Stella & Chewy's needed a strategy to deliver truly incremental reach while maintaining cost efficiency and driving measurable shopping outcomes on Amazon.
Approach
Stella & Chewy's worked with Amazon Ads to activate deals with Roku Media, leveraging the exclusive integration between Amazon Ads and Roku Exchange instead of relying on third-party SSPs. This partnership enabled the brand to reach authenticated, logged-in viewers across Roku devices and the Roku operating system. The Amazon Ads authenticated graph powered this connection match to Roku’s device-level identity signals with Amazon's shopping, browsing, and streaming insights to identify high-value pet owner audiences with greater precision at scale.
The campaign used streaming TV ads to reach viewers with full-screen, non-skippable creative on Roku Media. By consolidating CTV buying through Amazon Ads’ identity match and a direct integration with Roku Exchange, the brand better managed frequency across publishers and reduced wasted impressions—ensuring each ad dollar worked harder to reach new, relevant households.
Results
Put together, the identity match and direct supply integration between Roku and Amazon Ads delivered significant improvements across reach, efficiency, and engagement for Stella & Chewy's. The campaign delivered 76% exclusive reach at equal spend—a result of combining Roku's authenticated identity with Amazon Ads through a single, direct supply path.1
Cost efficiency improved meaningfully, with a 21% lower cost per reach driven by reduced frequency per viewer.2 The brand's message reached more unique households, avoiding over-serving the already saturated audiences.
The campaign also drove a 29% increase in detail page view rate.3 Authenticated audiences reached through the direct Roku integration were more engaged and more likely to explore the brand's product pages on Amazon. These results demonstrate how advertisers can use Amazon Ads' exclusive Roku integration to unlock incremental, authenticated reach with less media waste and stronger lower-funnel engagement.
Sources
1-3 Stella & Chewy’s, Amazon Internal, US, Apr 13–May 8, 2026.