Some topics we’ll discuss: How to advertise on Roku, America’s #1 TV streaming platform How OneView Ad Platform marketers can reach more than 4 in 5 homes in America Unique audience targeting options Available ad types on Roku Roku ad measurement and optimization Tinuiti’s native approach to OTT Video

2. ●
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Persephanie Arellano
Webinar Coordinator

3. clients
Recognition

4. Jesse Math Chris LaHaise

5. 4.

7. US Adult Users (Millions), eMarketer 2020 estimates
IAB Research 10/18

8. OTT is driving the disruption

9. Viewers
82 Million
70%
Ad Supported

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Source: eMarketer, 2019; Bureau of Labor Statistics, 2019
53 mins/day
Social
11 mins/day
Search
Shop
43 mins/day 99 mins/day
Stream

11. 43%
24%
12% 9% 9%
3%
56%
14%
15%
15%
Connected TV
Mobile
Desktop
STB VOD
Freewheel Q4’19 VMRFreewheel Q3’19 VMR
Online Video Ad Delivery OTT Ad Share Of Voice

14. Media Mix
YoY monthly hours viewed:
1) CTV/OTT - ↑ 1.4B (↑ 27%)
2) Live TV - ↑ 792M (↑ 3%)
3) VOD - ↑ 97.4M (↑ 27%)
4) DVR - ↓ 12.4M (↓ 0%)

15. YoY reach by revenue model:
1) Ad-supported - ↑ 4.8M (↑ 9%)
2) Subscription - ↑ 2.8M (↑ 5%)

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Source: Roku Internal Data, 2020
Weekly Streaming Hours Growth | Change Since Week of 3/1

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Roku homes in metro
areas have made the
largest changes to
their streaming intake
Source: Roku Internal Data
Daily life has been most disrupted in and
around cities. The most urban Roku
households have increased their streaming
significantly more than the most rural
households.
Monthly Streaming Hours per Household | by Urbanicity
Change from January 2020 to May 2020

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Heavy sports viewers
supplemented lost TV
time with streaming
In the wake of league postponements,
sports fans have cut their overall time
spent on Linear TV by 23% while adding
+17% more to their streaming consumption.
Total Linear TV Hours
Among Heavy Sports
Viewers
-23%
+17%
Total Streaming Hours
Among Heavy Sports
Viewers

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Source: Roku Internal Data, 2020

21. Guaranteed IOs Data Driven Programmatic
Two ways to buy OTT

22. Two ways to buy OTT
Guaranteed IOs
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Data Driven Programmatic
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23. Data Driven Programmatic
Impressions | Reach | Frequency |
Foot Traffic | .com Traffic |
Guaranteed IOs
Impressions | Reach | Frequency |
Brand Studies | Sales Studies

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Direct to
Product
Great for: Savings in a click!
Delight with a deal sent to their
phone number or email.

25. Data Driven Programmatic
Two ways to buy OTT

26. Cross Device Graphing to Enable Digital CTV
We Tap Into a Global
Graph of Cross Device Graphs
Mapped to
To Connect TV Screens,
to Cookies and Device IDs.
Enabling:
Data Targeting Frequency Control Attribution
Across all screens.

27. Site Visitors CRM Lists Location Purchase Behavior Demographics App Usage
● Most data sets consist of cookies, devices IDs, or PII - none of which are available on TV screens
● Using the cross-device graph, we are able to translate data built for desktop, mobile, and offline to the TV screen

28. $574K
Spend
18.5M
Impressions
13.5M
Completed
Views
59K
Site Visits
8.1K
Purchases
Programmatic
Guaranteed $214K 6.2M 3.7M 29.7K
$345K 12.3M 9.8M 29.3K 7,680
Percent to Goal 95% 86%
1,400
SAMPLE
Overall Campaign Performance: Looking at the Business Impact

29. Other

30. ● GDPR CCPA
● cookies
● ITP
iOS 14
● Walled Gardens
● First-party data will become increasingly
important
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What Will Happen?What’s Happened?

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The Ad Platform Built
for TV Streaming
Reach the most cord
cutters of any ad platform
Access more accurate
TV audience data
powered by Roku’s direct
consumer relationships
Reach 4 out of 5 homes
in America with
OneView
Source: Roku Internal Data, 2020

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The #
1 TV
Streaming
Platform
in the US
Source: Kantar 2020 and Roku Internal Data, 2020
40M
Active Accounts
40B
Hours Streamed in 2019
20M
Roku TVs opted into ACR
54%
Cordless Streamers
Scale Engagement
Linear Data Incremental Reach

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Light and
Lapsed Roku
streamers are driving
the surge
Source: Roku Internal Data, 2020
Almost half of Light Streamers became
medium or heavy streamers during this
period, while most heavy streamers
maintained their viewership.
Average Daily Streaming Hours Per Account
Change from week of 3/9 to week of 3/30

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Half of TV hours for
A18-34 are streamed
Total Weekly TV Hours | Week of 6/14
Source: Nielsen, 2020
Streaming
Linear TV
A18-34

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Who is driving
the increase in
streaming? 2Higher Income
3Kids & Families
4Diverse Ethnicities
1A18-34
Source: Roku Internal Data, 2020

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Marketplace Challenges
Holes in Measuring
Path to Purchase
Growth Beyond
Search, Social,
and Shopping
Effectiveness on
the Big Screen
Activation all
in One Place

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Measurement is hard
Awareness
1
Purchase
4
?
?
?
?

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The solution starts with Roku
Rich Customer
Data Profiles
Audiences
at Scale
Full-Funnel
Measurement
Cross-Device
Targeting

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It all starts with the streamer
40M
Roku Homes

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The power of Roku 1st
party data
We know your audience
better than anyone else
What They Watch
ACR Insights
for Targeting
Competitor Ad
Conquesting
How They Behave Channel Usage Search History
Who They Are Device ID Registration Data

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Expanded with leading datasets
3rd
Party Datasets Behavioral Data
CRM Datasets

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Creating omnichannel identity management

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Key capabilities from
planning to measurement
Better Identity Solutions
Access more accurate TV audience
data powered by Roku’s direct
consumer relationships
Proprietary Audiences
Activate more than 100 unique
segments based on data from the #1
TV streaming platform in the U.S.
In-Flight Attribution Tools
Optimize reach, frequency and
performance across OTT, linear TV,
desktop, and mobile campaigns
Deeper Consumer Insights
Plan and measure using unique linear
TV data from ACR on North America’s
#1 licensed TV OS
Instant OTT Forecasting
Calculate OTT ad inventory availability in
seconds to buy advertising sold by both
Roku and other publishers across OTT
Guaranteed Outcomes
Guarantee lift in business outcomes
such as website visits or mobile app
downloads

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ThirdLove
targeted W25-54
on the big screen

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And retargeted
them across devices

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Retargeting drove campaign
efficiencies for ThirdLove
319%
more likely to purchase
compared to CTV only
-58%
decrease in CPA
compared to CTV only
54%
lift in incremental
purchases at 2-8x ad
frequency
Source: Roku Internal Data, 2020

51. Key Takeaways
OTT is a channel with scale, that is targetable and measurable
COVID has rapidly accelerated the growth of streaming as
audiences stay at home, without live sports on TV
OneView enables seamless programmatic buying across the
OTT & Digital ecosystem reaching 4 in 5 US homes
OneView is differentiated vs. other DSPs thanks to exclusive
access to Roku 1P identity data and proprietary ACR tech

54. Jesse Math Chris LaHaise