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TV streaming advertising on Roku provides significant opportunities for media and entertainment (M&E) companies. With innovative ad formats and direct access to a growing demographic of cord-cutters who are increasingly hard to reach through conventional channels, Roku enables M&E advertisers to find new customers, drive channel signups, and boost viewer engagement.
Roku sits at a critical touchpoint in the consumer journey. Roku's advertising solutions allow you to engage potential subscribers or viewers precisely when they are choosing their next viewing experience. By tapping into Roku’s 75 million+ active accounts, M&E brands can significantly influence viewer choices and amplify their market share. Equally importantly, they can measure the impact of these campaigns beyond what’s ever been possible in the TV arena.
Roku’s advanced measurement and analytics surpass the capabilities of either traditional cable or linear TV . Utilizing first-party data, world-class measurement partners, and tools tailored to advertisers' specific KPIs, Roku helps you understand how streaming ads impact brand awareness, acquisition, and engagement.
Measurement best practices for TV streaming services
Roku can measure everything from top-of-the-funnel awareness to lower-funnel conversion events such as signups. Here’s how Roku helps M&E clients assess campaign effectiveness.
Awareness
Determine whether your campaigns are driving goals such as:
- Reach
- Frequency
- Share of voice
- Reaching the desired demographic
- Awareness and consideration (via brand lift studies)
Acquisition
Determine whether Roku ads are bringing in new viewers. Here’s how we break it down for three types of on-demand streaming services:
- Subscription video on demand (SVOD) services can measure precisely if an ad campaign drove users to sign up for a trial or pay for a subscription.
- Advertising-based video on demand (AVOD) services can track when Roku users viewed their app for the first time.
- Transactional video on demand (TVOD) services can access Roku transaction metrics to learn if viewers bought or rented a particular title.
Engagement
Are streamers engaged with your content? To answer that question, Roku measures qualified streaming sessions — defined as when a user streamed a channel for five minutes or longer – and aggregated streaming hours.
Churn
With so many entertainment choices, media and entertainment companies must be attuned to how many people are leaving their service. To help, Roku provides privacy-protected data such as:
- Cancellations and churn insights for SVOD subscription services
- Lapsed viewer insights for AVOD and TVOD services.
Case study¹
Measurement best practices for linear networks
Roku’s advertising and measurement tools don’t stop with streaming providers. We also work with M&E customers to evaluate how their campaigns drive linear tune-in.
Awareness
Determine if consumers are more aware of your linear network with analytics on:
- Awareness and consideration
- Reach
- Incremental reach compared to linear campaigns
Tune-in
Determine if consumers are tuning to your linear network with analytics on:
- Title-specific tune-ins attributed to Roku ads
- Cost per tune-in
- Incremental lift in tune-in rate after a Roku ad campaign
Total Viewership
Determine ad performance with metrics on:
- Viewership by episode
- User migration between linear & OTT
Case study²
To drive linear tune-ins and OTT streaming sessions for a cable reality competition series, a popular TV network leveraged Roku for a combination of video ads, home page takeovers, and more. With the call-to-action to watch the show live or to stream it, the campaign led to a 32% incremental lift in linear tune-ins after ad exposure and drove 20,000 first-time views on streaming.
Contact us to learn more about measuring campaign performance on Roku.
¹ Roku Internal Data, Q1-Q2, 2022
² Roku Internal Data, Q3, 2021
