Last week, the Roku team was out in full force at Advertising Week 2022, convening numerous panels with leading brands and publishers. Across these sessions, executives from Unilever, PepsiCo, Walmart Connect, HBO, and more shared their latest thoughts on the consumer TV and advertising experience.
We discussed how TV streaming can help brands reach younger and more diverse audiences, create shoppable ads, and deliver better storytelling experiences.
Here are key takeaways for advertisers:
Marketers are trying to reach younger and more diverse audiences where they are, and a lot of them are on TV streaming. Panelists at our Monday session, “How to Go Big with Gen Z in Streaming,” remarked on the emerging palette of creative tools and innovative ad features that are helping marketers reach young audiences.
As Aaron Sobol, Unilever’s Head of Investments and Media Partnerships, put it:
“The living room offers so much opportunity for us to learn and build against the future. We’re the generation that’s establishing benchmarks. I think it’s an exciting moment to leverage sight, sound and motion assets to really connect.”
TV streaming is evolving, and its next stage will bring more intuitive commerce experiences.
Shoppable ads on TV streaming opens new opportunities for brands to interact with their customers. Advertisers can enable direct transactions in ads that are interwoven with their favorite programming.
We’ve already started to test this through our partnership with Walmart Connect.
“We know a lot about how America shops and we’re helping brands and advertisers connect with Walmart shoppers. CTV is a very exciting category with a lot of growth and interest. That is one area where we’re seeing interest from advertisers.” - Jenna Chen, Strategic Partnerships Director, Walmart Connect
Media sellers are leaning into innovations that increase their yield. One of these is Dynamic Linear Ads (DLA), which Roku introduced this year to allow publishers to replace a linear ad with a digital ad. This creates a better TV experience for viewers, and potentially more revenue for media sellers.
In a Wednesday panel discussion, Steve Silvestri, Discovery’s SVP of Audience Solutions, and Horizon Media’s SVP of Video Investment provided an assessment of TV streaming benefits for publishers.
In our last session of the week, panelists from Roku, HBO, and Ad Age, discussed how Roku and HBO Max built a first-to-market immersive experience to bolster engagement and create awareness for "Game of Thrones" spin-off “House of the Dragon.”
Roku’s partnership with HBO Max showcases how entertainment brands are rethinking traditional campaign strategies and content to meet audiences on streaming platforms and deliver better TV storytelling experiences.
“We can work with partners to bring their show to life in a more engaging way on our platform. It’s not just running an ad; it’s creating a new experience for fans to get them excited.” - Grace Lam, Director of Partner Growth, Roku
Our content, data, and technology at Roku enables advertisers to connect with their customers across the streamer’s journey, creating a better TV experience for streamers, advertisers, publishers, and our partners.
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