AMENIA, NY — As cookies disappear and mobile identifiers fade, connected TV is becoming an exciting platform for advertisers to achieve real business outcomes.
That is leading Roku, a pioneer in streaming TV, to focus on more performance-based advertising as the medium matures – and as ad dollars continue to shift from traditional TV.
“Where we think the future of performance in television is really more DR-based and outcome-based objectives,” says Miles Fisher, Sr. Director of Strategic Advertising Partnerships at Roku, in this video interview with Beet.TV contributor Rob Williams.
Programmatic and performance
The company has been on “an exciting journey” over the last two years with its programmatic strategy, Fisher says. That has included making more signals available to buyers, such as genre or show-level content data.
“As buyers are shifting to programmatic, we’re meeting them where they are,” he says.
“It’s really about making the right inventory available and doing holistic optimization so that, no matter where buyers are buying, we’re actually going with the right impression at the right moment – maximizing performance for the advertiser and yield for Roku.”
Retail media opportunity
Roku also sees a big opportunity in retail media and “shoppable TV”. The company has a broad scale, with a presence in over 80 million US households. It serves one in two connected TV ad impressions and one in three TVs sold in North America is a Roku TV.
“When we think about the power of that scale, matching with retailer data is really a true differentiator for us,” Fisher says. “All of this is really about helping a buyer understand – when they invest in streaming with Roku, those dollars are driving outcomes, whether that’s a purchase on Walmart, a purchase on Instacart, a visit to the movie theater powered by Fandango.”
The company is pushing the boundaries with its remote control, allowing users to purchase directly on their TV using a click to drive a text or email to their mobile device. “That’s where down-funnel action and performance really comes in – connecting the big screen to the small screen and getting that user into a traditional buying flow,” he says.
The Roku Channel opportunity
Roku’s ad-supported streaming service, The Roku Channel, is the fastest-growing “FAST” service out there, Fisher says. It gives the company some unique advantages.
“The Roku Channel is the only logged-in FAST platform because most of our distribution is on our operating system,” he says.
“When you stand up a Roku device, you enter email, phone number, and that allows us to have a unique relationship with the consumer. We also have credit card information powered by Roku Pay.”
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