ITVX is the UK’s premier ad-supported streaming service from ITV, a public broadcast TV network. ITVX offers exclusive new shows, blockbuster films, and live events to 12.5 million monthly active users.
To maximize awareness of new releases, increase engagement, and mitigate churn, ITVX partnered with Roku on a multi-pronged streaming TV ad campaign.
The challenge
With its Roku ad campaign, ITVX hoped to increase awareness of tentpole moments, customer app opens, and engagement. It also aimed to reengage lapsed, ad-supported users who were inactive during the previous 30 days or more.
The approach
To captivate users as soon as they switched on their devices, ITVX chose high-visibility placements on Roku’s home screen. The channel targeted recently lapsed users with titles from its robust content library to offset churn between releases.
ITVX’s campaign included a complete takeover for a full calendar day, consisting of Marquee and Spotlight ads on Roku’s home screen. Some ads were animated, featuring high-impact motion graphic elements. Multiple assets were rotated within the native ad units.
The results
The campaign exceeded all expectations, with retention figures at 95% above its goals, lapsed viewer frequency increasing by 81%, and in-channel platform audience growing by 58%. Overall, ITVX saw a +111% incremental lift in streaming hours among the exposed audience.¹
"Roku has been a great partner as we look to retain and engage viewers. Their ad formats are unique in the market, and their targeting and reporting capabilities have allowed us to both meet objectives and communicate ROI to the rest of the business. We look forward to growing our partnership with Roku even further." - Sarah Footman, Platform Growth Marketing Lead, ITVX, UK
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¹ Roku Internal Data, Q2-Q4 2023
