The results are in. Advertisers who pair native and in-stream video on Roku see significantly stronger brand performance than those running video alone.
Roku’s recent analysis with Lucid Brand Lift study looked at what happens when brands pair in-stream video with Roku Home Screen placements instead of running video on its own. Campaigns that combined these formats delivered stronger lift across four key brand metrics, generating an average index lift of +117%. The study analyzed 11 combination campaigns and 21 video-only campaigns in Canada.
Why this matters
When a brand appears on the Roku Home Screen , it captures the streamer's attention before they even decide what to watch. When the message is reinforced with a layered in-stream video ad across the viewer journey, the brand stays top of mind, from initial awareness straight through to consideration.
Percentage lift reflects a cumulative average across historical Canadian studies. An average across 4 of 5 standard KPIs; Message Association had no lift above video only. Source: Lucid Brand Lift; 11 combination and 21 video only campaigns.
Multiply your audience reach
Native ads on Roku offer unparalleled visibility. Formats like the Marquee ad box and the Spotlight ad (located in the bottom left corner of the menu) are often the first thing streamers see when they turn on their TV.
When in-stream video is layered into the mix, these touchpoints build brand momentum while streamers are still engaged. This combined approach delivers 2.4x the incremental audience reach of video alone, based on an average across 30 Canadian campaigns over a two-year span. Native isn’t just an add-on. It’s a powerful multiplier for your existing video budget.
Outperform traditional linear TV
This strategy also drives significant gains over linear TV. Using a linear audience reach index of 100, adding Roku video lifted total campaign reach by an average of 8%. When a Home Screen placement was layered on top of that video, the incremental gain jumped to 23% above linear.
The bottom line for your brand
When native and in-stream video work together, your brand has more opportunity to stay visible and memorable. This combination drives three core business outcomes:
- Builds immediate top-of-funnel awareness
- Improves lower-funnel metrics like favourability and consideration
- Extends reach far beyond what video alone or traditional linear can deliver
The impact isn't just broader visibility. It translates directly to stronger brand outcomes.
Want to learn how to incorporate a brand lift study into your next Roku campaign? Get in touch and we will help you map out the right measurement approach.
