A leading mobile entertainment brand partnered with Roku to gain new customers and grow customer lifetime value. The secret to achieving both outcomes? OneView’s targeting capability, backed by first-party data from America’s #1 TV streaming platform.*
The Challenge
The brand wanted to grow their customer lifetime value and teamed up with Roku to find new customers and increase spending from their existing customers.
The Strategy
The brand utilized OneView, the ad-buying platform built for TV streaming, and Roku's first-party data to reach streamers exposed to its competitors' ads. At the same time, the brand measured app downloads, registrations, and purchases from new and existing customers.
The Results
The brand ran a three-month OneView campaign on Roku Media. In the first half of their campaign, the brand saw downloads and in-app purchases from new users increase. In the second half, they achieved a 500% increase in attributed user visits and a 50% increase in attributed revenue. As new account growth stabilized, OneView continued to drive engagement and revenue from existing customers, which powered steady revenue growth throughout the campaign.
“For large, targeted campaigns, some mobile entertainment brands start to see user acquisition rates stabilize. This campaign is an excellent example of how Roku’s OneView’s audience capabilities can help grow lifetime value from existing consumers while continuing to acquire new ones” - Brad Murphy, Head of Performance Ad Sales, Roku
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*By hours streamed (Hypothesis Group, Oct 2021)
