Introducing Roku Outcomes: optimizing ad delivery for the actions you need

Every marketing campaign starts with an objective: in-store visits, e-commerce sales, app installs or subscription signups. While optimizing for specific outcomes is common place in search and social campaigns, CTV has historically struggled to link ad impressions to downstream events.

Today, Roku is leading the way with CTV campaigns that drive desired actions. That’s why we’re excited to announce Roku Outcomes, a machine learning-powered optimization suite that brings performance advertising capabilities to streaming TV.

In early beta testing, all nine paid external advertiser flights launched in September delivered at or below their target CPA, with a median CPA 38% below target.

Here, we offer a quick overview of this exciting offering and how you can begin using it for your CTV campaigns.

What is Roku Outcomes?

Roku Outcomes is a machine learning-powered optimization suite that brings performance advertising capabilities to streaming TV. Two purpose-built optimizations help you align campaign delivery with your business goals:

• Roku Outcomes Amplify: Maximizes unique and incremental household reach, helping you connect with new audiences while managing frequency. Set target audiences, reach goals and frequency controls, including goals for reaching households beyond linear TV or an existing media plan.
• Roku Outcomes Actions: Drives advertiser-defined conversions, including app installs, first-time views, sign-ups, subscriptions and trials.

Roku Outcomes Amplify is available for enterprise advertisers, while Roku Outcomes Actions is initially available to media and entertainment advertisers looking to drive app installs, first-time views, or account signups, with support for purchases, website visits and cart activity planned for a future release.

Streaming TV offers an important opportunity for QVC & HSN to introduce our brands to new audiences and build connections with consumers via our live and on-demand shoppable content.

Frank Balice | Head of Streaming Marketing, QVC Group

How does Roku Outcomes work?

Roku is uniquely positioned to empower marketers with our platform data from 125M daily active users in the US.

Because the ad, the app install and the first stream all happen on the same Roku device, marketers have closed-loop measurement within a single ecosystem, connecting ad exposure to installs and subsequent viewing. These signals continuously feed Roku machine learning models, which adjust bids and delivery in real time while your campaigns run.

What are the benefits of Roku Outcomes?

In the Outcomes Actions beta, all nine paid external advertiser flights launched in September delivered at or below their target CPA, with a median CPA 38% below target.

Reaching the right audience is critical, but ultimately, our biggest priority is to turn that attention into meaningful action.

Nii Mantse Addy | Chief Marketing Officer, Philo

Where is Roku Outcomes available?

Roku Outcomes works across the Roku premium advertising ecosystem, launching with Marquee ads on the Roku Home Screen.

Roku Outcomes Amplify is available across Roku native ads and in-stream video.

Roku Outcomes Actions is available on Home Screen Marquee ads with more ad types and video ads coming soon.

To get started, you set a Roku Action, such as an app install or a subscription, and Roku Outcomes optimizes delivery to create more of that desired outcome.

Contact us to explore Roku Outcomes.

¹ Paid advertiser flights that began in September 2026 in the Roku Outcomes beta (9 flights; Roku’s own marketing flights excluded). CPA is cost per conversion within 14 days of exposure, measured flight-to-date against each flight’s 14-day CPA target. Seven flights had completed and two were still running as of the snapshot date. Data as of Oct 30, 2026.