ITVX doubles exposed app visits and streaming hours with unmissable touchpoints on the Roku Home Screen

The UK’s premier streaming service, ITVX, offers exclusive new shows, blockbuster films, live events and thousands of boxsets all in one place. To maximize awareness of new title releases and mitigate churn in between, ITVX sought out a multi-pronged approach with Roku. With high-impact placements across the home screen, the campaign captivated users as soon as they switched on their device, making ITVX unmissable on Roku. The results exceeded expectations, including a +111% incremental lift in streaming hours among the exposed audience.¹

Challenge

ITVX came to Roku with the following primary goals:

• Grow awareness of tentpole moments
• Drive customer app opens and engagement
• Increase prolonged usage by lapsed, ad-supported users

Why Roku

Roku is the perfect place for ITVX to engage with audiences, as their campaign demonstrated. Despite various options for streaming, most stick to their trusted television sets. For 79% of UK Roku users, the preferred device for streaming is their TV.²

According to Global Web Index (GWI) over 2/3rd of UK Roku users cannot be found on Samsung, LG, or Amazon Fire Stick.² It's a unique audience that advertisers may miss when only advertising on other streaming platforms.

Furthermore, Roku delivers a highly engaged audience. When compared with the average UK internet user, they are 2x more likely to indulge in 4+ hours of TV watching.²

Partnering with Roku not only ensured ITVX reached an incremental audience they may have otherwise missed on other streaming platforms, but it also put them in front of a more engaged, leaned-in audience.

Strategy

To fuel app opens and maximize viewership growth amongst lapsed users, ITVX leveraged unique and attention-grabbing ad experiences that aimed to shorten the content discovery process.

ITVX owned high-impact placements to make new releases unmissable:

• Native Display Takeover: Time blocked 100% Share of Voice (SOV) for full calendar day of Marquee and Spotlight ads within the Roku home screen.
• Animated Ad: Entice audience with high impact ads featuring motion graphic elements.
• Spotlight Ad: On display to all users on the home screen, for a full calendar day (4x monthly).
• Rotation Display: Multiple assets on rotation within the native units.

To offset churn in between releases, ITVX targeted recently lapsed viewers – those inactive for 30 days or more – with titles from their robust content library.

Key Results¹

ITVX presented Roku with ambitious goals: Retain light and medium viewers, boost app opens by 20% among those inactive for 30 days, and increase app engagement by 20%.

The campaign exceeded expectations, with retention figures at 95% above goal, lapsed viewer frequency increasing by 81%, and in-channel platform audience growing by 58%.

Want to learn more about Roku Advertising? Contact us.

Sources: ¹Roku Internal Data, Q2-Q4 2023. ²Global Web Index | On an average day, how long do you spend watching online television / streaming? | Tech Brand Engagement - Streaming Devices: Amazon, Samsung, LG | Compared with the average Internet User, 18-64, UK, GWI, Q3 2023.