Bringing greater value to Canadian customers, the brand partnership enables better reach and direct engagement
TORONTO, Canada – June 17, 2024 – Today, Roku and McDonald’s announced that McDonald’s will become Roku City’s first exclusive tenant in Canada later this year. Starting now and continuing to evolve throughout the year, this TV streaming campaign leverages a holistic approach that has been successful across other markets globally and makes McDonald’s the first delivery partner featured in Roku City with a branded building in 2024. This collaboration makes McDonald’s the first Quick Service Restaurant (QSR) to take advantage of new first-to-market action ads and high-impact units within the Roku platform in Canada.
With the majority of Canadians now streaming TV content (75 per cent)*, this partnership will enable TV streamers to engage directly with McDonald’s, and specifically McDelivery through their Roku remote. This improves the TV viewing experience for consumers by making it shoppable, while providing the brand with better engagement and reach.
“This is an innovative way for brands to connect with streamers and present them with a new experience — it’s what Roku City does best,” says Chris Faulds, Senior Account Executive, Platform Advertising, Roku Canada. “Partnerships like this are a great example of the evolving marketing landscape with connected TV (CTV). These collaborations put the transactability that brands know and love from other display/social channels into the context that TV streaming offers, for better reach, measurement, and engagement.”
The partnership launches in tandem today, with its first creative activation, “OK to Text,” which will enable consumers to click “Order Now” using their Roku remote for a McDelivery, as part of their streaming experience. This will then be followed by the release of a dynamic video ad and a marquee home screen ad this spring/summer, with much more planned in the months ahead. To unlock even more value for Canadian TV streamers, and to encourage more viewers to engage with the brand during peak TV streaming hours, the marquee ad will drive customers to a custom branded destination, where they will be provided with a branded canvas that allows them to “Order Now” while they stream.
“We are excited to partner with Roku to innovate action ads and become the first delivery shoppable experience in Roku City in Canada,” says Michelle McIlmoyle, Senior National Marketing Manager, McDonald’s. “As consumers’ media choices expand, we as marketers need to quickly evolve – and this environment allows us to do just that and better engage with our customers.
To learn more about Roku’s advertising capabilities, please visit: https://advertising.roku.com/en-ca
*Insights from Roku Canada’s 2023 Video-on-Demand (VOD) Evolution study. Based on Canadian internet users.
About Roku, Inc.
Roku pioneered streaming on TV. We connect users to the content they love, enable content publishers to build and monetize large audiences, and provide advertisers with unique capabilities to engage consumers. Roku TV™ models, Roku streaming players, and TV-related audio devices are available in various countries around the world through direct retail sales and/or licensing arrangements with TV OEM brands. Roku-branded TVs and Roku Smart Home products are sold exclusively in the United States. Roku also operates The Roku Channel, the home of free and premium entertainment with exclusive access to Roku Originals. The Roku Channel is available in the United States, Canada, Mexico, and the United Kingdom. Roku is headquartered in San Jose, Calif., U.S.A.
This press release contains “forward-looking” statements that are based on our beliefs and assumptions and on information currently available to us on the date of this press release. Forward-looking statements may involve known and unknown risks, uncertainties and other factors that may cause our actual results, performance or achievements to be materially different from those expressed or implied by the forward-looking statements. These statements include but are not limited to trends related to TV streaming and advertising in Canada; and the benefits of home screen action ads features. Except as required by law, we assume no obligation to update these forward-looking statements publicly, or to update the reasons actual results could differ materially from those anticipated in the forward-looking statements, even if new information becomes available in the future. Important factors that could cause our actual results to differ materially are detailed from time to time in the reports Roku, Inc. files with the Securities and Exchange Commission, including our Annual Report on Form 10-K for the year ended December 31, 2022, and our Quarterly Report on Form 10-Q for the quarter ended March 31, 2023. Copies of reports filed with the SEC are posted on Roku’s website and are available from Roku without charge.
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