What makes a good TV ad? What we learnt from 1,600+ Canadian streamers

TV Streaming, and being able to reach TV streamers with ads, is now officially mainstream.

That was the conclusion of our annual study into Canadian streaming behaviour, which found that more than half (55%) of all online Canadians can be reached by in-stream ads on streaming platforms. Among streamers, this rises to 69%.

With more Canadians cutting the cable and subscribing to streaming platforms with ad-supported tiers, brands failing to invest in streaming TV advertising are potentially missing a large – and growing – section of Canada’s TV audience.

What kinds of ads work best for streamers in Canada, and what do advertisers need to know about how to deliver them?

How do Canadians like their TV ads?

We asked more than 1,600 Canadian streamers about their preferences when it comes to TV ads, with questions related to both content and delivery.

Almost half (45%) said that they’re more likely to pay attention to ads that reflect or are relevant to their mood, while 43% said that they preferred it when the tone of a TV ads matches the program it’s in.

This preference may be something to consider with more Canadians starting to watch live TV – not just on-demand content – on their streaming platforms. This emerging behaviour may present opportunities to align campaigns with the events that pull the biggest audiences.

It’s important to note here that Canadian streamers don’t agree on everything. They’re split almost 50/50 on whether they’d prefer one single ad that takes up the ad break, or lots of short ads.

They’re similarly split on their preference for ads that are related to the show or movie they’re watching – 51% prefer some relationship between the content and the ad, via a sponsorship for example, while 49% would prefer if they were unrelated. This changes with age – 61% of streamers under 35 say they’d prefer if ads were related to the show or movie they’re watching, compared with just 40% of those aged 55 and over.

One thing streamers are largely aligned on is the use of generative AI in TV campaigns. In our study, we found that 8 in 10 addressable streamers agree that any use of AI should be labelled in ads.

Reaching customers where they are

TV advertising is seen as the most compelling form of advertising among Canadians. It’s more trusted, more memorable, and packs more of an emotional punch than other forms of advertising.

It’s traditionally been viewed as a good brand-building channel, but with the capabilities of digital, brands can reach customers throughout the marketing funnel, from awareness to conversion. Our study found that streamers took actions in response to TV ads at all points of the funnel:

Awareness:

• About 2 in 5 (39%) streamers said that they discover new brands, products and services through TV advertising, a number that rises to almost half (46%) among streamers aged under 35.

Consideration:

• Almost three-quarters (74%) of TV streamers have responded to an ad they’ve seen on TV, and many of those actions indicate they’re in the consideration phase of the funnel, actively weighing up their options.
• For example, 42% have visited a brand's website or app in response to an ad, 41% have searched online for more information about a product or brand while continuing to watch the TV, 20% have scanned a QR code from a TV screen, and 17% have downloaded an app related to an ad on the TV.

Conversion:

• With smart TV, streamers can complete transactions there and then, with their remote control. Our research found that 7% of streamers have ordered or bought something from the TV with their remote.

How brands should advertise on streaming TV

While some preferences emerge for specific kinds of ad content and delivery, there is no-size-fits-all in advertising. Brands that can take an adaptive approach will be better prepared as the TV streaming landscape continues to evolve.

They need partners who can let them dynamically serve ads that are most likely to resonate with the right streamer at the right time.

So, what does make a good TV ad? While it may sometimes depend on who you ask, with 400+ customer segments, Roku understands the types of content that streamers like. We work with advertisers to reach specific audiences with the right campaigns, wherever they might be on their journey.

To find out more about how Roku can help brands meet specific audiences, as well as how Canadian streaming behaviour is evolving, download Video-on-Demand Evolution 2025.