3 Highlights from 

Roku's Presentation at  Newfronts 2021

If you weren’t able to join the 2021 IAB NewFronts last week, we’ve got you covered. Here are highlights of Roku’s presentation, where we showed just how far TV streaming has come with one simple message: TV Starts Here.   

More than ever, consumers today start with streaming. After all, more than half (57%) of Roku households don’t have pay TV, and advertisers who run campaigns with Roku now can reach households with an estimated 155 million people.  

Just as consumers are starting with streaming, so, too, should advertisers. In other words, it’s time to buy TV the way you watch TV. 

Here are the highlights from our NewFronts 2021 presentation:  

1. Reach More Customers on More Devices with the OneView Ad Platform  

OneView, the ad buying platform built for TV streaming, is the best way to buy Roku. 

It’s the ad buying platform built for TV streaming and the only ad buying platform that has Roku data, The Roku Channel, and exclusive audience guarantee and measurement products from Nielsen. 

OneView, which launched last year, now offers 64% higher weekly reach than the top three broadcast channels and processes 1 trillion identity signals every week. It’s the first-ever platform to feature audience guarantees and four-screen audience measurement.  

Since Roku has direct consumer relationships with each user, OneView also has first-party Roku Audiences data and doesn’t rely on third-party cookies. We announced that OneView will be the only platform to feature industry-first Nielsen reach and frequency reporting and transparent sales attribution, across all four screens – traditional linear TV, TV streaming, desktop, and mobile. 

Plus, our measurement partner program, which has recently expanded to include dozens of different partners, helps advertisers measure results from across the funnel.  

Here's Cara Pratt, SVP of Kroger Precision Marketing, talking about KPM's work with Roku:

2. The Roku Channel Nearly Doubles Household Reach, YoY 

As of Q1 2021, The Roku Channel reached U.S. households with an estimated 70 million people. That’s nearly twice as many people as it reached in Q1 2020. 

The Roku Channel is attractive to advertisers for more than just the size of its audience. It also reaches a unique audience. For example:  

  • Almost two-thirds (64%) of The Roku Channel viewers don’t watch any other advertising video on demand (AVOD) channels 

  • 86% don’t watch broadcast network streaming apps 

  • 90% watch subscription services like Disney+, making The Roku Channel an effective way of reaching people who watch ad-free programming  

We believe the future of TV is about scale. A few streaming services draw large audiences on their own. Yet, hundreds of channels can also thrive when it’s easy to find their movies and shows. We built The Roku Channel to do just this—bring great movies and TV to the front of Roku. 

And, with the introduction of more content that is exclusive to The Roku Channel, you’ll be able to create new types of experiences for streamers by being there for the entire streaming journey, especially with Brand Experiences that allow brands to offer high-value movies and shows with limited ads from a branded microsite or native display ad.  

We also introduced Roku Originals, which are available exclusively on The Roku Channel.

From award-winning series to breakout reality, Roku Originals are bold, fresh entertainment from the biggest names in Hollywood, and best of all, it’s free. This is new, diverse entertainment that is accessible to everyone, everywhere The Roku Channel is available --no subscription, no signup and no strings attached.  

3. Roku Brand Studio Launches for Advertisers  


We also officially launched the Roku Brand Studio, which is the first brand studio built to help brands tell their stories on the #1 TV streaming platform. This will include powerful, best-in-class TV streaming elements that go beyond a :30 second spot.  

In this video, the head of the Roku Brand Studio, Chris Bruss, talks about what advertisers can expect. 

TV Starts Here 

Roku can help your brand buy TV the way you and your customers watch TV with a streamer-first strategy.  

Want to learn more about what we presented at NewFronts 2021 and what Roku can do to help you with your TV streaming ads?