Overall, ad-supported TV streaming is now accessed by 59% of the Canadian TV streamer population, a large increase from 42% the year before.1
Ad supported reach is the combination of broadcaster video on demand, ad supported subscription video on demand and pure ad supported TV streaming, such as the Roku Channel.
The Roku Channel and TV Streaming channels that are part of the Roku Audience Network support standard 15’ or 30’ video ads into content ad breaks.
What makes video advertising special in streaming is the addressable targeting opportunities, interactive advertising and shoppable capabilities.
If you have done online video advertising in digital, then you can advertise in TV streaming. The clear advantage is broader reach.
If you are a TV buyer, the advantage is regaining the reach that has moved on from pay and cable TV. When you have a balanced media plan across Linear TV and TV streaming advertising on Roku, you can reach a potential 9 in 10 Internet users.2
TV streaming ads on Roku support programming across the platform including ads on The Roku Channels and other ad supported channels like Pluto TV. In general, the ad volumes on TV streaming are less than Linear TV’s 12 minutes per clock hour.3
Much like advertising in other places, you can book ads programmatically, set rules and frequency caps, and finish off with a reach and frequency report tied to campaign parameters.
When arriving on the Roku home screen, TV streamers are welcomed with a menu of TV apps and a prominent ad placement on the right; the Marquee ad unit.
This ad unit reaches all TV streamers on Roku before they choose which TV channel app to watch and is one of the broadest reach opportunities on TV. There are a range of other ad formats to choose from with Roku.
Canadians spend an average of 13 minutes deciding what to watch. During this time, they may conduct searches, navigate among their preferred streaming apps and see ads for live and upcoming programming.
Advertisers have more creative options with Connected TV advertising, to surround the stream and be the destination of choice for TV streamers, with exclusive opportunities that can support up to 100% share of voice.
Examples include immersive content destinations, home screen themes, and interactive in-stream ads that enable specific viewer actions such as automatically sending a branded email offer.
Barbie take-over
Warner Bros. Pictures and Mattel used multiple unique formats to promote the “Barbie” movie on Roku. Barbie and Ken greeted viewers on the Roku home screen, Barbie’s Dream House appeared in Roku City and native ads guided users to watch the movie trailer or purchase tickets with a QR code.
These are the basics on Roku and for those looking for more advanced capabilities such as shoppable ads, incremental reach capabilities and more, refer to the ad types overview.
TV streamers in discovery mode, is the perfect timing for advertising. Whether it is a perfect pairing with a food delivery ad before a night of binging, a timely offer, or an opportunity to be the stream itself, Connected TV advertising and TV streaming ads offer a wider creative canvas to communicate with consumers.
The power of Roku’s platform helps you reach TV streamers across the TV streaming journey.
Sources: 1VOD Evolution 2024 study, Canada. 2Combines the monthly reach of cable, satellite, aerial, BVOD, and Roku users. GWI Roku Custom Study, Q2 2023, Canada. 3Canadian Radio-television and Telecommunications Commission.