Improving favorability is not something a brand can accomplish overnight, but substantial and lasting improvements in customer perception are achievable through an always-on strategy.
A leading digital marketplace recently demonstrated this by using Roku ads, renewed over four distinct campaigns, to triple the percentage of exposed audiences who agreed that their brand had the best price and value in their space.
The challenge
This brand wanted to improve favorability, along with awareness and consideration intent, at a time when many tech brands were struggling to stay in consumers’ good graces. For example, Edelman's Trust Barometer found overall trust in technology companies fell among all demographics compared to a decade ago.
But this brand wanted to do more than play defense and safeguard their favorability, they sought to earn a place in their customer’s minds as a go-to destination for online shopping.
Roku’s powerful ad platform helped them achieve this, but it didn’t happen overnight.
The approach
For its first ad buy, the brand purchased targeted video ads across Roku’s top ad-supported channels. A post-campaign study conducted by Kantar Millward Brown found a 3.2% lift in the number of exposed users who agreed that this brand “has the best value and price.”
This metric, along with awareness and consideration intent, improved sharply in subsequent campaigns, leading the brand to extend its work with Roku over four distinct flights.
“What sets these results apart from other studies is not only the statistically significant lift, but also how each subsequent campaign builds on the one that came before. This shows the power of having the campaign’s targeting, creative strategy and measurement scope all work together.” - Ivan Stoitzev, Lead Ad Measurement Specialist, Technology Industry, Roku
The results
This campaign reveals how an always-on campaign strategy, backed by Roku’s powerful data and video formats, can strengthen brand health metrics over time. In the case of this brand, each successive campaign built on the last, allowing them to stay top of mind with customers and eventually triple their performance on key metrics.
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Roku + Kantar Millward Brown Brand Lift Insights Study across four campaigns:
Campaign One Flight Dates: Q4, 2021
Campaign Two Flight Dates: Q1, 2022
Campaign Three Fight Dates: Q2, 2022
Campaign Four Flight Dates: Q2, 2022
