For mobile marketers, TV streaming offers audience scale and attention on a level they're used to finding only on social platforms. US households with more than 125 million people visit Roku's home screen every day, and most of them are second screening¹ – meaning they’re primed to convert. This is especially true of Gen Z viewers, 90% of whom use a mobile phone or other device while watching TV.²
This presents an opportunity to find and engage mobile app customers in a premium environment through interactions that go beyond the mobile scroll. Let’s look at how Roku supports mobile marketers at every stage of their campaigns–from creative to audience building to measurement–without the friction and saturation commonly associated with linear TV.
Historically, the cost and legwork required to produce a TV spot has kept many digital-first marketers from diving in. To remove this hurdle, Roku partnered with Spaceback—a creative technology platform—to easily repurpose existing social assets from platforms like Instagram, Facebook, and TikTok into CTV spots. We offer this turnkey service through Roku Ads Manager at zero additional cost, so you can launch your campaign quickly.
And unlike linear TV commercials, TV streaming ads can directly engage users with interactive, trackable events. This is possible because the Roku remote is as familiar and comfortable to our audiences as their smart phones. For example, Roku's Action Ads can prompt a user to click “Ok” to receive a text message with a link to install an app or a code for in-game rewards. It’s all about driving that conversion in the moment. With no upcharges or minimums applied to these custom units, Roku allows you to create and test as many ads as you wish to understand your performance on the big screen.
Once your ad is ready, it’s time to build your audience. Using Roku Ads Manager, our self-serve ad platform, you can:
From there, launch your campaign directly in Roku Ads Manager, or work through our activation partners like The Trade Desk and Unity. Once a campaign is live, Roku Ads Manager allows mobile marketers to optimize in real-time to a variety of specific objectives, including app installs.
We know mobile marketers rely heavily on their tech partners to understand performance, which is why we’ve built integrations with the platforms they already use. As a result, our performance clients are often surprised at how easy it is to measure their TV streaming campaigns against the KPIs that matter most, whether it’s return on ad spend, cost per install, or something else.
Roku Ads Manager plans to join forces with Mobile Measurement Partners (MMPs) such as Adjust, Branch, and AppsFlyer to enable comprehensive CTV attribution. Soon advertisers will have access to mobile app attribution via their preferred MMPs as well as within Roku Ads Manager reporting. In addition to attribution, the resulting integrations inform Roku Ads Manager’s optimization algorithms, improve audience creation, and supercharge performance.
Roku has also partnered with INCRMNTAL as a preferred third-party measurement provider, helping mobile app marketers like Acorns, an investment app, understand how CTV campaigns contribute to their overall marketing mix.
“Historically, measuring the impact of our streaming TV efforts has been challenging,” said Nathan Johnson, paid acquisition manager at Acorns. “With INCRMNTL, we now have a clearer view of the value our Roku campaigns deliver, giving us the confidence to scale them.”
Roku believes TV streaming advertising will play an important role in the future of mobile marketing. Through our massive data and scale, our advanced creative features, and our extensive ecosystem of partnerships, we’ve made it easier than ever for these clients to get started in streaming TV advertising.
Attending MAU Vegas? Join us at the Roku + INCRMNTAL party on May 22, 2025!
¹ Global Web Index, 2024
² Roku + Luth Research, 2024
³ Roku Internal Data, 2024