TV streaming is more than on demand, it is in demand.
According to Roku’s Video-on-demand (VOD) Evolution study highlights, 76% of Canadian Internet users are TV streamers and 93% of these TV streamers have access to subscription services . Nearly half of all TV streamers are using connected TV to stream live programming. Increasingly, this includes live sports.
With over 15,000¹ TV streaming apps on Roku in Canada, attention is at a premium, and none more so for the ‘biggest show on Earth’ the live coverage of the National Football League (NFL).
DAZN, a premium video on demand subscription service available on Roku, has the live NFL rights to every NFL game including the playoffs and Super Bowl in Canada, and turned to Roku Canada to advertise with and help them grow their subscription base.
DAZN is a global premium sports subscription who’s comprehensive NFL coverage in Canada also includes the NFL network, thousands of hours of NFL on-demand programming like Hard Knocks and NFL Red Zone, making DAZN a perfect fit for any NFL fan.
Connecting with Canadian NFL viewers on Roku
More than 6 in 10 Roku users who watch Sports on TV, play or follow American Football (Index 228) compared to only 26.5% of all Internet users in Canada who play or follow American Football. Roku provided a great audience fit to reach audiences teeing up to watch the football game².
The Strategy:
With a 6-week pre-Super Bowl campaign drive during the NFL Playoffs, DAZN aimed to capture the attention of potential Canadian NFL Football fans on Roku with consistent video advertising to build awareness of playoff games available to view on the DAZN connected TV app.
DAZN maximized their campaign windowing on Roku with a highly visible 100% share of voice (SOV) takeover ad banner on the Roku home-screen. This connected TV ad format on Roku was coupled with a full screen non-skippable audio enabled video ad or trailer building the hype before games kicked off.
Key Results³:
Ads on Roku drove results. DAZN had the ideal playbook of priming awareness of their services over a sustained period of 6 weeks and a key call to action during a peak sign-up consideration moment, drove app installs and paid sign ups to DAZN in Canada to watch the Kansas City Chiefs and Philadelphia Eagles NFL go head-to-head in the Super Bowl.
Roku Products Used:
- Video: full-screen, non-skippable, 100% in-view, audio enabled video on Roku in brand safe environments across Roku’s Audience Network and The Roku Channel
- Branded Native Display Ads: banner to channel app capturing the attention on all users on the Roku Home Screen
- Branded Native Takeover Ad: Time blocked 100% Share of Voice (SOV) for 5 hours on the Roku home screen
‘Serious NFL fans know and seek us out in Canada given DAZN is the only place they can watch every game from every team no matter who they cheer for. But with the Super Bowl, millions more Canadian casual sports fans want to tune in and using Roku’s advertising solutions, we were able to build awareness and get the message across to these less-aware cord-cutting fans that DAZN is the place to stream the Super Bowl, with Roku’s tactics delivering well above expectations.’
Zak Usher, VP Marketing, DAZN Canada
Sources:
1- Roku Internal Data, 2023
2- Source: GWI; Base: Internet User figures represent all internet users aged 16-64; Countries: Canada | Waves: Q4 2022 *Indexed against the average Canadian Internet User
3- Roku Internal Data Q1 2023
