5 Ways to Unlock the Power

of TV Streaming Ads with

 1 Unlock the Power of Streamer-First Audience Data
5 Ways to Unlock the
Power of TV Streaming
Ads with Roku 2 Drive Incremental Reach and Revenue

As America’s #1 TV streaming platform, Roku

reaches more than 53 million active accounts,
making Roku larger than any of the biggest 3 Make Your Campaign Interactive and Measurable
traditional cable TV companies.

We've entered the streamer-first era. Whether

you call it OTT, CTV, or TV streaming advertising
– it's clear that reaching streamers has become a 4 Turn Your Ads into an Experience
must for advertisers.

In this guide, you’ll learn five ways to make

TV streaming ad campaigns with Roku.
5 Advertise on the Right TV Streaming Channel

2 5 Ways to Unlock the Power of TV Streaming Ads with Roku

 1 Unlock the Power of Streamer-First Audience Data

Search
Household ID IP Address ACR Data
Behavior

Streaming
Mobile Ad ID CTV ID Demographics
Viewership

Unlock the Power

of Streamer-First
Audience Data
Reaching households with an estimated 155 million
people, Roku has direct consumer relationships that allow
you to unlock the power of streamer-first audience data.

Roku Audiences, our proprietary dataset, offers a

powerful combination of first-party data and third-party
data from TV streaming and traditional linear TV
audiences, in addition to mobile and web.

This helps advertisers make sure that their TV streaming

ads get shown to the right people each time.

3 Roku Cord Cutter Study, 2020 5 Ways to Unlock the Power of TV Streaming Ads with Roku
 1 Unlock the Power of Streamer-First Audience Data

Know Your Audience’s Viewing Preferences

Tap into first-party streamer data to reach audiences based on genres,
categories, and even whether they watch ad-free subscription services.

The 3 Ways
Roku Audiences Engage Your Audience Based on Their Purchase History
Roku’s partnership with companies such as Kroger helps brands create
Helps You Reach audiences based on what they've purchased and reach those groups
with TV streaming ads personalized for their preferences.
More Streamers

Manage Frequency Across TV Streaming & Traditional TV

With automatic content recognition (ACR) technology, Roku Audiences
understands what content has been shown to your audience on
traditional linear TV and TV streaming, making it easier to create ad
campaigns that don’t over-expose your customers.

4 5 Ways to Unlock the Power of TV Streaming Ads with Roku

 2 Drive Incremental Reach and Revenue

Drive Incremental
Reach and Revenue
When you're running traditional linear TV ads, you're
only reaching about half of your potential audience -
54% of Roku users are now cordless. OneView, the ad
buying platform built for TV streaming, can help you
drive incremental reach and revenue by reaching the
rest of that audience.

Roku's partnership with Nielsen also makes OneView

the first buying platform to provide reach and
frequency reporting by age and gender across all
four screens: traditional TV, TV streaming, desktop,
and mobile. This enables advertisers to understand
audience overlap across every major device, channel,
and publisher in each campaign.

5 5 Ways to Unlock the Power of TV Streaming Ads with Roku

 2 Drive Incremental Reach and Revenue

Get Total TV Visibility

OneView can optimize your streaming campaigns based on your
reach on traditional linear TV, making it easier to avoid over-
exposing customers to the same ad message. By combining
Automatic Content Recognition technology with TV streaming data,
OneView's Linear Insights tool helps activate key audiences across
both TV streaming and traditional linear TV, maximizing total reach.

Plan with Confidence with Instant Forecasting

With an inside view of TV streaming ad inventory and rich Roku
The Ad Buying Audience data, you can decide what to buy across both Roku and
other publishers in the TV streaming ecosystem, all within seconds.
Platform Built for OneView’s instant forecasting can not only find hard-to-reach
audiences but instantly estimate what it will cost to engage.
TV Streaming
Reach, Engage, and Acquire More
Users with Cross-Device Campaigns
OneView integrates display and mobile media, so your TV streaming
campaigns are connected to the rest of your digital, programmatic
plan. With in-flight attribution tools that optimize reach, frequency,
and performance across traditional linear TV, streaming TV, desktop,
and mobile, you can manage all your ads in one place.

6 5 Ways to Unlock the Power of TV Streaming Ads with Roku

 2 Drive Incremental Reach and Revenue

Custom Branded Microsite

Lexus Reaches New

Audiences with OneView
When Lexus wanted to reach new, in-market luxury car buyers,
they used OneView to plan and execute a campaign in which
75% of the audience exposed on Roku hadn't seen the ad on
traditional linear TV.

Campaign Results

“As we continue to unify buying within a single team, the need for

66% 35% 1.5x holistic reporting across channels is imperative. Roku's ability to track
exposure and performance across linear and digital helped us identify
our optimal frequency, saving us money without sacrificing reach.”
OneView reach additional HH reach better ROI via
incremental to linear with holistic frequency frequency optimization Vinay Shahani
optimizations VP of Marketing

7 Source: Roku Internal Data, 2020 5 Ways to Unlock the Power of TV Streaming Ads with Roku
 3 Make Your Campaign Interactive and Measurable

Interactive Experience

Make Your Campaign

Interactive and Measurable
TV isn't something we usually think of as an interactive or
measurable medium. But with TV streaming ads on Roku,
you can create interactive and measurable experiences that
connect with streamers beyond the big screen.

Whether you want to run a sweepstakes, drive people to their

phones or laptops to redeem an offer, take a poll, or go to a
store, Roku’s Interactive Experiences give you the opportunity
to engage and inspire your audience to take action.

A large retailer partnered with Roku to run an

Interactive Experience sweepstakes, and saw a…

ad click-through rate
on The Roku Channel

8 Source: Roku Internal Data, 2020 5 Ways to Unlock the Power of TV Streaming Ads with Roku
 3 Make Your Campaign Interactive and Measurable

The Streamer’s Journey | Through Interactive Experiences

01 02 03 04 05 06
Brand ad airs, Overlay instantly Streamer enters Offer is sent Streamer confirms Program
detected by Automatic delivered to mobile number to streamer’s by text to receive returns from
Content Recognition (ACR) streamer’s screen with Roku remote mobile device offer or location info ad break

9 5 Ways to Unlock the Power of TV Streaming Ads with Roku

 3 Make Your Campaign Interactive and Measurable

What Roku Interactive Experiences Can Do For You

Drive Streamers Offer the Nearest Engage Streamers

to a Product Offer
A direct to product Interactive Experience
shows an overlay with a coupon, product
announcement, or other offer. Viewers type in
their phone number or enter their email with
their remotes and receive a text message
and/or email that takes them to the next step.
Store Location
A direct to store Interactive Experience
shows an overlay with an address
near the streamer’s current location.
By using the Roku remote, streamers can
add the address to their phone
so that they know where to visit.
with Polls
Polling ads show an overlay with a
question for the streamer to answer
with their remote. This helps re-
engage viewers, offers insight into
ad performance, and creates a
more interactive experience.

10 5 Ways to Unlock the Power of TV Streaming Ads with Roku

 4 Turn Your Ads into an Experience

Opinions among those who have interacted with Brand Experiences

Turn Your Ads 61% 48%

into an Experience more likely to notice are appreciative of brands
Brand Experiences who serve Brand Experiences
While Interactive Experiences enable you to drive a direct response
from your customers, Roku also offers an ad format that is designed
to build awareness and resonance.

Roku Brand Experiences give you a way to create a content hub for
your customers. In this way, you can engage them in ways that go
way beyond the 30 second spot, all with minimal interruption.

33% 25%
more likely to consider prefer Brand Experiences
the advertised product over traditional ads

11 Source: MAGNA / IPG Study, April 2020 5 Ways to Unlock the Power of TV Streaming Ads with Roku
 4 Turn Your Ads into an Experience
Brand Experiences
in Action
Here are three of the most popular
and impactful Brand Experiences.
12
1 | Streaming Guide
If you want to recommend content to viewers, offer
a guide of top streaming channels that your
audience will most likely want to watch. Eggland’s
Best used a streaming guide to recommend food-
related channels and build brand awareness.
2 | Movie Night
Sponsor any movie that’s available on The Roku Channel.
By creating a Brand Experience for a movie night, you can
make sure that your brand is the only sponsor of that movie.
That gives you prime ad space before, during, and after the
movie. Here, Baskin Robbins paired a Charlotte’s Web
movie night with an ad for a fun snack for the whole family.
3 | Access Pass
Show value to your audience by offering a
promotional code to use on their next movie rental.
In this case, Microsoft offered a promo code for
movie rentals in a Brand Experience that promotes
the release of the Surface Laptop Go and the option
to have the offer emailed to the streamer.
5 Ways to Unlock the Power of TV Streaming Ads with Roku
 4 Turn Your Ads into an Experience

Reach Subscription Video On-Demand

(SVOD) Audiences
1 Viewers who watch subscription services such as Netflix or Disney+ won’t see ads.
But, with Brand Experiences, you can connect with these streamers in the search
and discovery moments before they start using these and other ad-free services

Increase Ad Recall and Awareness

By using Roku’s audience and viewership data, you can tap into audiences who are
2 most likely to engage with your brand based on who they are and what they usually
watch. Your Brand Experience can showcase your brand in creative and innovative
ways, increasing ad recall, awareness, and engagement - one media company saw
+80% sign-ups when running a Brand Experience and video ads at the same time.
Roku Brand Studio, Roku's in-house advertising
studio, builds streamer-first ad experiences that
go beyond traditional ad spots. These brand
experiences can drive better engagement, ad Provide Value to Streamers
recall, awareness, and more.
3 Brand Experiences allow you to offer shows or movies for free or
with limited ad interruptions, which means you can provide valuable,
loyalty-building content to streamers for free.

Stand Out During Moments that Matter

4 During holidays or other tentpole events, Brand Experiences help elevate
your message to the top of the search results for millions of Roku users.
Whether you are building your brand or announcing a special offer, this is a
great opportunity to get in front of an entire audience of streamers.

13 Source: Roku Internal Data, 2020 5 Ways to Unlock the Power of TV Streaming Ads with Roku
 5 Advertise on the Right TV Streaming Channel

Advertise on the Right

TV Streaming Channel
Premium subscription channels like Disney+ may not
allow advertisements, but thousands of ad-supported
channels allow advertisers to reach audiences across the
TV streaming ecosystem.
The Roku Channel, one of the top ad-supported channels
on the Roku platform, reaches US households with an
estimated 70 million people.
And, with Roku Originals, you can advertise on content
exclusive to The Roku Channel. This is new, diverse
entertainment that is accessible to everyone, everywhere
The Roku Channel is available – no subscription, no
signup, and no strings attached.

14 Source: Roku Internal Data, 2020 5 Ways to Unlock the Power of TV Streaming Ads with Roku
 5 Advertise on the Right TV Streaming Channel

Campaign Results

The Roku Channel in Action 89%

of audiences had streamed
21%
had only watched
Schneider Electric UK created a native display ad on the Roku home ad-free, SVOD services in an ad-free service
screen that sent users to a microsite on The Roku Channel. The team the past 30 days in the past 30 days
reached streamers that they otherwise would have missed.

Targeted Branded Native Ad Custom Branded Microsite

“The goal of our campaign was to drive reach and

awareness, and by partnering with Roku, we did just
that. Not only did we successfully engage viewers with
a unique advertising format, but we also reached a
significant number of SVOD streamers - a key audience
that we would not have reached on traditional TV."

Alexander Pasch
Global Marketing

15 Source: Roku Internal Data, 2020 5 Ways to Unlock the Power of TV Streaming Ads with Roku
 Advertise with Roku.
Ready to get started with streamer-first advertising?
Reach out to us at connect@roku.com to get started today.

16 5 Ways to Unlock the Power of TV Streaming Ads with Roku