Key takeaways:
- Tire brand Michelin wanted to drive awareness and consideration through CTV advertising.
- Michelin partnered with Roku for a high-impact Home Screen sponsorship to attract streamers' attention as soon as they turned on their devices.
- The campaign drove a 17% brand lift and 15% increase in consideration, while reaching hard-to-find audiences.
The challenge: differentiate the brand and drive conversion
Michelin is a 130+ year-old company with global name recognition. But many don’t know the full scope of its inventive products or why Michelin should be their first choice when shopping for tires.
Beginning with its 2020 brand platform, "Innovating for a better life in motion," Michelin has evolved its narrative toward a bolder identity. To build on this momentum and drive consideration, it partnered with Roku to differentiate its brand through high-impact storytelling on the biggest screen in the home.
Finding traction on Roku's Home Screen
Michelin went all in on CTV with a Roku Home Screen sponsorship that led with Michelin's “On the Road and Beyond” messaging, which highlights Michelin's innovations beyond automotive, including in maritime, agriculture, and aeronautics.
The campaign featured two premium formats: Marquee Ad Video and a Brand Showcase.
Marquee video ads
The Marquee Ad Video is Roku's premium Home Screen video ad unit. It appears as soon as a viewer powers on their Roku device, covering one-third of the home screen with full-motion video — with no competing ads in the same placement. It reaches 125 million people across U.S. households daily.
Brand showcase
The Brand Showcase format gives advertisers an immersive canvas to introduce themselves directly to streamers on the Home Screen. Brands can use this opportunity to engage streamers with an interactive call to action, such as a QR code, coupon, or "ok-to-text" features.
Combined, the campaign positioned Michelin at the very beginning of the streamers' journey, before they disappeared into their next watch and without any other ads in sight.
The Results: Home Screen ads drive awareness and brand lift
Michelin’s home screen ads succeeded in raising awareness. The campaign drove a 17% brand lift and 15% increase in purchase consideration — proving CTV advertising's ability to move brand metrics at scale.
- +17% brand lift impact
- +15% increase in consideration
The campaign also demonstrated how Roku's Branded Sponsorships reach audiences who often can’t be found elsewhere. Of the 7 million households included in the campaign, more than four out of five (82%) were only reached through the Marquee Ad Video and Brand Showcase ads.
And 74% of households Michelin reached through Roku CTV advertising could not be found on linear TV, making CTV essential for reaching incremental audiences.
“Our Home Screen campaign with Roku opened our eyes to the possibilities of CTV advertising. Far from being an extension of our video ad buy, these immersive formats elevated our brand — generating clear impact on our key objectives and reach among audiences we can’t find elsewhere.”
- Erin Pappas, Sr. Media & Omnichannel Manager, Michelin
The impact of CTV storytelling
Michelin's results show that CTV advertising on Roku is more than a reach channel — it's a brand-building platform. The combination of 17% brand lift, 15% consideration increase, and 74% incremental reach over linear TV demonstrates that Home Screen sponsorships represent a powerful opportunity to influence CTV audiences — often reaching them before they start watching.
For advertisers looking to reach cord-cutters and build brand equity in streaming environments, Roku's premium ad formats offer a measurable path forward.
