For decades, TV has been a passive medium. You sit back. You watch. Maybe you grab a snack.
As a result, TV ads were built on awareness, not action.
Even as digital channels evolved to drive clicks, conversions, and measurable outcomes, TV remained stuck in a different era. It could build brands, but it couldn’t capture intent in the moment.
With the rise of streaming, that paradigm has finally shifted.
For the first time, viewers can take action directly from their screens.
Roku Action Ads are at the center of the shift to interactivity. With a few clicks of their Roku remotes, viewers can easily make purchases and learn more about brands, transforming TV from a passive experience into a true performance channel.
What are action ads?
Roku Action Ads bring interactivity to streaming video by adding a clickable on-screen prompt that invites viewers to take action by pressing “OK” on their remote. Marketers have several formats to choose from:
- Ok-to-text: Deliver a text message with a direct link to your site, product page, or offer.
- Direct purchase for Shopify advertisers: Enable seamless transactions using stored payment information
- Customizing your CTA: Add product images and your own text to on-screen pop-ups that can drive users to one of the above journeys.
The viewer journey: from impression to action
With Roku Ads, the viewer journey is simple and streamlined. It starts with an “impulse moment” and follows a frictionless path towards conversion. Here’s how the experience works.
1. The moment: A viewer sees an ad with a clear call-to-action overlay (shop now, sign up, learn more, etc.)
2. Engagement: Viewer presses “OK” on their Roku remote.
3. Confirmation: Ad pauses briefly while the viewer confirms their phone number.
4. Instant connection: Roku sends a one-time text message with a clickable link on behalf of the advertiser.
5. Back to the ad. Viewer resumes watching content without disruption.
6. Conversion. Viewer taps the link on their phone to complete the desired action (a purchase, newsletter sign-up, etc).
Why action ads work for marketers
Opportunity for engagement: Roku Action Ads turn a traditionally lean-back experience into a lean-forward interaction. Viewers don’t have to remember your brand or search for it later. They can act instantly—when interest is at its peak.
Shortened conversion path: The journey is simple. See ad → press OK → receive link → convert. By removing unnecessary steps, Action Ads reduce friction between discovery and action, leading to higher conversion rates and less reliance on retargeting later.
Easy set up: Action Ads are built for speed and flexibility. With Roku Ads Manager’s self-serve platform, marketers can choose their audience, upload creative, and find the right programming. You can even use existing social content rather than spending time and money on new creative. Add CTA overlays, SMS messaging, and links in just a few steps. No complex development work. No long production timelines. Just fast testing and optimization.
Action Ads in action
Direct-to-consumer wellness brand Fatty15 used Roku Ads Manager to launch shoppable ads that delivered:
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120% return on ad spend (ROAS)
- Over 97,000 page views
- Strong purchase conversion directly from TV
Meanwhile, Jennifer Aniston’s haircare brand LolaVie used Roku Action Ads as part of a campaign that achieved:
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- Sales lift of 40%
- New customer growth of 53% year-over-year.
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Ready to get started
You don’t need a massive budget to start testing. Sign up for Roku Ads Manager to launch your first campaign for as little as $500, using creative you already have.
And if you’re marketing a Shopify store, explore our step-by-step guide to see how Roku’s Shopify integration enables viewers to make purchases directly from your ads using their remote, turning TV into a true conversion channel.
