SimpliSafe has long used traditional TV to raise awareness and build trust, but reaching today’s homeowners requires a different strategy.
With competition heating up in the smart security space—and a growing number of households no longer watching traditional TV—SimpliSafe was looking for a fresh way to reach high-intent audiences, spotlight SimpliSafe’s latest technology, and drive website visits.
That’s where Roku came in.
By pairing SimpliSafe’s engaging creative with Roku’s innovative ad formats (like pause ads and home screen sponsorships) the brand reached millions of households and drove outcomes at an extremely efficient cost per lead. In fact, SimpliSafe’s media mix model identified Roku as one of their most efficient CPA drivers across all streaming channels.
“Roku has been an outstanding partner for SimpliSafe as we pursue our mission to make every home secure,” said Courtney Strauss, Manager, Media & Customer Acquisition at SimpliSafe. “As a performance-driven brand, efficiency is everything for us, and Roku truly understands those goals. Their campaigns consistently deliver strong results against our KPIs, which is why we continue to invest with them.”
Let’s take a closer look at this winning campaign.
The challenge: finding audiences beyond pay TV
SimpliSafe wanted to spotlight its latest innovations: AI-powered outdoor cameras and live monitoring agents working together to stop crime before it starts. But showing off cutting-edge tech wasn’t just about reach; it was about trust. The campaign needed to communicate how SimpliSafe helps protect families and homes, and why its technology is best-in-class.
Traditional TV ads were no longer hitting the full mark. SimpliSafe was missing a growing segment of streamers—households they couldn’t find on pay TV or on top ad-supported video on demand (AVOD) platforms.
In addition to reach, SimpliSafe needed a campaign that would deliver measurable results in the form of site visits, engagement with its products, and qualified leads.
The approach: innovative ads for a modern audience
To meet the moment, SimpliSafe tapped into a suite of Roku ad formats designed to drive awareness and action. It focused on three opportunities:
- Standard video ads: These non-skippable, targeted ads reached viewers as they watched relevant content like crime dramas, sci-fi, and action thrillers.
- Pause ads: These ads appeared when viewers naturally paused their content, softly prompting them to scan a QR code to learn more—without interrupting the viewing experience.
- Brand video + showcase: SimpliSafe secured premium placement on the Roku home screen, making it easy for viewers to discover the brand the moment they started streaming. Viewers could choose to watch a brand video or explore a custom destination with their Roku remote.
The brand paired these formats with humorous but relatable creative: two guard dogs discussing how SimpliSafe’s technology has made their jobs obsolete. It was the perfect balance of charm and clarity—and it stood out.
The results: big reach, bigger impact
SimpliSafe’s three-and-a-half month campaign delivered in a big way — boosting reach, engagement, and performance metrics across the board.
SimpliSafe’s primary KPI for their streaming campaigns is lead conversions - defined as when someone visits their website and signs up for emails. This is the core site action the brand optimizes against, and all performance is evaluated on a cost-per-lead (CPL) basis.
On this metric, SimpliSafe’s campaign knocked it out of the park. Roku delivered a CPL that was 37% more efficient than the brand's overall streaming CPL during the same period. One placement stood out in particular: SimpliSafe’s ad on the Roku home screen, driving to a branded destination where streamers could scan a QR code to activate a limited time offer. This Brand Showcase experience was 45% more efficient than the overall streaming cost-per-lead.
Roku also delivered the highest site visit lift of any partner during this timeframe, underscoring that the conversions driven by Roku were highly incremental.
For SimpliSafe, the proof was in the pudding. This campaign demonstrated that adding sponsorship to standard video ads is a winning combination, and SimpliSafe continues to invest in this strategy in Q4 2025.
Massive reach
- 59.8M total impressions
- 4.9M Roku households reached
- 2.1M households reached through Pause Ads alone
- 99% video completion rate (beating Roku’s 95% benchmark)
Unmatched Access
- 76% of sponsorship audiences were unreachable on Pay TV
- 36% were hard to reach on AVOD platforms
Higher engagement
- 8% higher click-through rate on the marquee ad among audiences exposed to both sponsorship and video
- $93 campaign cost per acquisition
- 99.8% delivery against planned impressions
By using a mix of Roku’s sponsorship opportunities and native video formats, SimpliSafe turned passive viewers into active explorers—and reached millions of households its campaign would otherwise have missed.
“Roku is flexible with pricing and fee structures, brings strong creative resources to the table for branded placements,” Strauss said. “They are simply great partners — collaborative, easy to work with, and always willing to adjust quickly if we need to make last-minute changes.”
Want results like this? Let’s talk
Smart tech deserves smart marketing. By partnering with Roku, SimpliSafe broke through the noise, expanded its reach, and delivered meaningful performance—all on the biggest screen in the home. Your brand can too.
Learn how Roku can help your brand drive awareness and performance.
Contact your Roku representative to build a custom strategy.
