A leading video game developer, publisher, and distributor wanted to drive excitement and sales for a new action game release, which is part of a best-selling video game franchise. The brand partnered with Roku and leveraged our creative solutions built for TV streaming advertising.
The challenge
Over the last few years, the brand found they were no longer able to reach their desired audience of young adults with an interest in video games, with just linear TV. That’s when they looked to TV streaming advertising on Roku to achieve incremental reach in addition to their campaign on linear TV.
“Similar to movie releases, video game campaigns often are blitzes over a short period of time. But for those entering TV streaming, it can be hard to know if it’s driving incremental buzz instead of reaching the same audience as linear TV. This campaign is a great example of how TV streaming can be part of the mix and - with additional measurement capabilities - be a main driver of excitement in the future.” - Madeline Ware, Gaming and Technology Industry and Marketing Lead, Ad Marketing, Roku
The approach
Compared to traditional linear TV, TV streaming advertising makes it easier to reach younger audiences. In fact, according to Nielsen, TV streaming devices surpassed legacy pay-TV in weekly reach among adults aged 18-49 in the United States for the first time in February of 2022, making Roku the best platform to reach this brand's key demographic.
That’s why the brand teamed up with Roku to reach young adults between the ages of 18-34.
The results
Roku was 40% more likely to deliver reach in the key demographic than linear TV.¹ Additionally, 6.3% of the audience only saw the brand’s ad on Roku.* The brand would have missed those viewers if they hadn’t used TV streaming.
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² Reach Insights, 2021
*Source: Reach Insights, 2021; Campaign Dates: Q4 2020
