Key Takeaways:
- Home services marketplace Angi partnered with Roku for a multi-format CTV campaign spanning awareness to action
- Conversion rates surpassed Angi’s CTV average by 80%
- Incremental reach was 39% over linear TV alone
Angi has a 30-year track record of connecting homeowners with skilled professionals for repairs, renovations and maintenance. With 87 million homeowners in the US, reaching the right ones at the right moment is no small task.
With fewer audiences watching traditional television, the nation's top home services marketplace chose to expand its CTV advertising efforts. In Q1 2026, Angi worked with Roku to run a mix of standard video ads, native ads on the Roku Home Screen, and interactive Action Ads.
This multi-format approach generated a conversion rate well above Roku’s overall average and Angi’s CTV average, according to iSpot.
Our goal was to reach homeowners earlier in their home improvement journey while ensuring every impression had the opportunity to move them closer to taking action. Roku's combination of premium Home Screen placements, video, and interactive ad formats helped us build a connected customer journey that delivered both brand impact and measurable performance.
- Glenn Orchard, Chief Growth Officer, Angi
Below, we offer a closer look at how Angi built its campaign to outperform across the funnel.
Approach: Leverage Roku's full-funnel ecosystem
Angi had multiple objectives for the new ads, which is why a multi-format approach was applied.
- Awareness: To drive massive audience scale and upper funnel awareness of the brand’s new creatives, Angi leveraged a Marquee Ad Video on the Roku Home Screen, which reaches 125M people across the US.
- Unduplicated reach: Angi layered on standard video ads across the Roku Audience Network and The Roku Channel.
- Lower-funnel engagement: Angi used OK-to-Text Action Ads. These interactive ads allowed Roku users to request more information via a text message on their phones.
Angi’s belief that a diversified approach to CTV ads would help its ad formats amplify each other was rooted in data. Roku’s research validates that Home Screen and video ads work harder when combined, creating a connected journey from awareness to action.
Results: Angi’s Home Screen ads outperform CTV averages
Angi’s campaign delivered unduplicated, efficient reach and powerful results at all stages of the purchase funnel.
The campaign’s biggest star was the Home Screen Marquee Ad Video, which helped Angi break through at a moment of premium attention. According to iSpot, this format delivered 117% higher conversion rate compared to Roku's overall average. Furthermore, Angi’s campaign resulted in a conversion rate that was 80% higher than the brand’s CTV channel average.
Meanwhile, Angi's standard video ads enhanced the campaign’s scale and performance. These ads generated 250 million total impressions, with conversion rate, cost per reach and engagement that were all well above Angi’s CTV channel average.
Speaking of engagement, Angi's OK-to-Text Action Ads achieved a clickthrough rate that was 15% higher than Roku's benchmarks, helping Angi drive crucial “last mile” interactions with customers.
What's next for Angi on CTV
Angi's campaign results showed that in a fragmented streaming landscape, a diversified approach to CTV ad formats can help brands reach hard-to-find audiences and outperform other channels.
Additionally, it reflects Angi's broader strategy of meeting homeowners wherever they begin their home improvement journey—from streaming TV and digital media to AI-powered experiences.
Interested in learning more about Roku’s multi-format capabilities? Contact us to learn more.
