Nearly all adults in the UK have access to some form of free TV,1 however with ad free public service broadcasting and subscription video on demand services, finding the right advertising opportunities to reach your intended audience takes skill, this is where TV streaming platforms like Roku can help.
Time spent with Audio-Visual, Ofcom Communications Market Report 2023.
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.
If you have done online video advertising in digital, then you can advertise in TV streaming. The advantage is finding incremental target audiences that might not be found elsewhere.
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.
If you are a TV buyer, the advantage is regaining reach that has moved on to broadcaster video on demand (BVOD) and Connected TV services. Roku compliments a BVOD media plan providing incremental reach on top of the leading commercial broadcasters in the UK.3
Roku video ads
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 maximum 12 minutes per clock hour.4
Example full screen video ad on Roku
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.
Roku native ads: video and display
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.
Roku Home Screen
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. See all ad types here.
Custom built ads on Roku
Brits spend an average of 30 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 marquee ads, home screen themes, and more. Check out more ad types under 'solutions'.
Barbie take-over
Warner Bros. Pictures and Mattel used multiple unique formats to promote the “Barbie” movie on Roku. One example is the Theme, which saw Barbie and Ken greet viewers by taking over the Roku home screen.
ITVX success
ITVX used innovative ad products such as animated ads on the Roku home screen, driving powerful results including a +114% incremental lift in app visits from the exposed audience. Read more about media & entertainment advertising on Roku, under 'solutions'.
TV streaming and Connected TV – it's all on Roku.
These are the basics of advertising on Roku.
The perfect timing for advertising is when TV streamers are in discovery mode. 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.
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