An online personal finance brand turned to Roku to launch their first TV streaming campaign in tandem with their linear TV campaign. After a successful campaign that added substantial incremental reach, the brand renewed their partnership with Roku, launching a second campaign in Q2 of 2022.
This brand’s streaming success story is a classic example of the power of incremental reach. They were able to reach millions of viewers they wouldn’t have otherwise, with very little overlap between their streaming and linear reach.
The challenge
The brand wanted to reach an unduplicated audience to complement its linear TV campaign. They partnered with Roku to reach cord-cutters and other “light” linear TV viewers.
The approach
The brand managed their buy using Roku Audiences, exclusively available through Roku’s OneView platform. Roku Audiences enabled the brand to use Roku’s data from first-party relationships and third-party integrations to drive incremental reach among their desired audience of people aged 21 to 54.
“Many brands enter the TV streaming space wanting to achieve additional reach above and beyond the viewers who are exposed to their linear TV ads. This brand used a mix of Roku’s first- and third-party data to ensure their video ads successfully connected with audiences not exposed to their traditional ads.” - Laura Bretz, Head of Financial Services Marketing, Roku
The results
Roku’s strong reach capabilities helped the brand achieve 18% incremental reach, equating to nearly 5 million Roku streamers aged 21 to 54. Only 1.2% of the Roku audience saw the campaign on both linear TV and Roku, illustrating that Roku’s audience is highly complementary to linear TV.
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