Every day, US households representing nearly 120 million people enter The Roku Experience,¹ making us the lead-in to all television for a huge swath of viewers. This unrivaled reach is a key reason our brand and agency partners are leaning into streaming TV generally – and Roku’s unique streaming ad opportunities in particular.
But don’t take our word for it. In our “Short Takes” videos below, you'll see how Roku is helping customers achieve their streaming TV goals.
Horizon’s EVP, Managing Director, Video Investment, Mike O’Connor, sees streaming TV advertising as a “pillar” in media buys today. Among the most exciting benefits, he says, are the unique opportunities that can be tailored to a brand’s specific needs.
“The home screen experience for Roku and Roku City is a unique opportunity, and it's very cool,” O’Connor says. “We spend a ton of time talking about the creativity within content, but I think the operating systems have a unique opportunity as well.”
Streaming TV offers a huge variety of ad opportunities, says Kait Grier, SVP of Investment at Zenith Media and Pub-W. That’s why it’s crucial for agencies to study each platform's strengths to help clients meet their key KPIs.
Grier sees promise in clickable streaming TV ad formats, as well as the medium’s ability to deliver experiences that can extend a campaign.
“What we have seen from Roku is products that lean into how a consumer is behaving on the platform,” Grier said. “They feel very organic and true extensions of our message.”
With its strong focus on outcomes, media agency Horizon evaluates every channel based on how well it supports business objectives. According to Horizon’s Director of Video Investments Tommy Tehomilic, streaming TV has become a key tool in helping clients meet their goals.
“There's probably no buy out there that can function without having a streaming component to it,” he said.
Streaming TV hit a major milestone last year when linear TV fell below 50% of total viewing in the US for the first time, according to Nielsen.² That sea change in viewing behavior creates an opportunity to use streaming insights to connect with audiences when they’re most likely to make a purchase.
Shannon Wilcox, VP of Media Investment at Goodway Group shared, “we're trying to find the client while they're in the mood to shop.”
Roku has 81.6 million active accounts, twice the usage of the nation's next largest TV operating system, and powers nearly half of all TV streaming hours.³ That scale gives Roku an enormous first-party data footprint.
“We see so much value in Roku from this data perspective,” said Anthony Dario, Managing Director, Enterprise Partnerships at Omnicom Media Group. “It's an end-to-end connection with a partner that we find extremely valuable in the streaming space.”
Instacart helps brands and agencies reach consumers when they're in a grocery shopping mindset. It looks to Roku and streaming TV advertising to link ad exposure to purchases at scale.
“Being able to take our transaction signals...and layer them on top of the great content and great ad experiences that Roku brings to the table is a really unique opportunity for brands,” said Dave DeRobbio, Director, API and Off Platform Data Partnerships, Instacart Ads.
Want to stay updated with more news and updates from Roku? Subscribe to our monthly email newsletter.
¹ Q1 2024
³ Comscore