When streamers want to find something to watch, it isn’t as straightforward as changing a channel. People often jump between different services and subscriptions at the press of a button. They search by show title, genre, category, what’s trending, and more.
With so much content at their fingertips, the average viewer takes seven minutes to decide what to stream. Many streamers start a viewing session without even knowing what to watch – 54% of viewers said that they don’t know what to stream.
That content discovery moment is key to the streamer’s journey and it’s a chance for advertisers to connect with them in a helpful way.
Brand Experiences on the Roku platform empowers advertisers to create custom experiences accessible on the Roku homescreen, in-stream video, search and content tiles. These experiences drive recommendations and surfaces content that your audience wants to watch.
By sponsoring a content or a channel experience on Roku, you can deliver both engagement and brand awareness.
1. Reach Subscription-Video-On-Demand (SVOD) Audiences.
Viewers who watch services like Netflix or Disney+ won’t see video ads. But, with Brand Experiences, you can connect with these streamers in the search and discovery moment before they start using an SVOD service.
2. Increase Ad Recall & Awareness.
By using viewership signals from Roku’s Audience Data, you can tap into audiences who are most likely to engage with your brand based on who they are and what they usually watch. Your Brand Experience can showcase your brand in creative and innovative ways, increasing ad recall, awareness, and favorability among viewers.
Lexus created a Brand Experience in The Roku Channel to build mass awareness and reach new in-market luxury car buyers who would not see an ad on linear TV - 75% of the audience exposed on Roku hadn't seen the ad on linear TV.
3. Provide Value to Streamers.
Brand Experiences offer shows or movies for free or with limited ad interruptions, which means you are providing valuable content to streamers.
4. Stand Out During Moments that Matter.
During holidays or other tentpole events, Brand Experiences can help elevate your message to the top of the search results for millions of Roku users. Whether you are building your brand or announcing a special offer, this is a great opportunity to get in front of an entire audience of streamers.
When you’re building a Brand Experience, first think about how you want to connect with your audience and what would motivate them to engage. Brand Experiences can offer content as rewards or recommendations, and you can choose TV series or movies.
Here are the three most common ad formats for Brand Experiences:
1. Streaming Guide
If you want to recommend content to viewers, offer a guide of top streaming channels that your audience will most likely want to watch. Below, you can see how Eggland’s Best used a streaming guide to recommend food-related channel.
2. Movie Night
Know a movie that could resonate with your audience? Sponsor any movie that’s available on The Roku Channel. By creating a Brand Experience for a movie night, you can make sure that your brand is the only sponsor of that movie.
That gives you prime ad space before, during, and after the movie. Here, Baskin Robbins paired a Charlotte’s Web movie night with an ad for a fun snack for the whole family.
3. Access Pass
Show value to your audience by offering a promotional code to use on their next movie rental. To promote the new Surface, Microsoft offered a discount code on any movie rental to viewers.
By connecting with your audience when they’re searching for something to watch, advertisers meet an opportunity in the age of streaming: what to watch. And, by building a Brand Experience, you’re offering streamers something valuable without trying to sell to them first.
Not only that, you’re solving the fundamental part of the streamer’s journey when they turn on the TV and start searching: you’re offering them a personalized recommendation on what to watch. And that can go a long way.