Roku Announces Primetime Reach Guarantee Ahead of TV Upfronts

Rhea-AI Summary

Roku, Inc. has launched a new advertising feature called the Primetime Reach Guarantee, which allows advertisers to reach more TV households during primetime than typical programs on top-five cable networks. This innovative solution aims to enhance the effectiveness of TV streaming ad campaigns, particularly during significant consumer moments.

According to eMarketer, adults in the U.S. have increased their time spent with TV streaming devices by 25% over the past two years. Through this feature, Roku promises to prioritize delivery to unique households, helping brands achieve a household reach that is 15% greater than cable counterparts in a pilot run. Roku also emphasizes its scale as the leading TV streaming platform in the U.S., Canada, and Mexico with 70 million active accounts, positioning itself as a key player in the evolving advertising landscape.

Positive

• Launch of Primetime Reach Guarantee allows advertisers to reach more households in primetime than on top-five cable networks.
• Roku's pilot program achieved a 15% greater household reach compared to cable networks, demonstrating strong effectiveness for advertisers.
• The platform has 70 million active accounts, providing significant scale for ad campaigns.

Negative

• None.

Advertisers can reach more TV households in primetime with Roku than the average program on a top-five cable network on traditional TV

SAN JOSE, Calif.--(BUSINESS WIRE)-- Reach more TV households in primetime than you can find on the average program airing on a top-five cable network* — that’s a first from Roku, Inc. (Nasdaq: ROKU) with its new Primetime Reach Guarantee ahead of the TV Upfronts.

Marketers have long valued TV advertising for its ability to reach large audiences quickly. Today, brands are shifting advertising spend to TV streaming to follow the consumer. According to eMarketer, the daily average time spent with TV streaming devices by U.S. adults increased by 25 percent in the past two years. However, advertisers have lacked assurance that their TV streaming campaigns will accumulate audiences quickly during key brand moments, such as holiday shopping weekends and big product launches.

Now, Primetime Reach Guarantee brings a key benefit of cable advertising to TV streaming advertising. To get started, marketers choose a primetime date. Roku then prioritizes delivery to unique households across The Roku Channel and the additional top 100 channels on the platform.

In a pilot with one financial services brand, Roku reached more TV households during the one-day flight during primetime (8:00-11:00 PM locally) than an average program on a top-five cable network. Total household reach was 15% greater with Roku, helping the brand reach more prospective account holders during a key moment.

“This is a best-of-both-worlds solution to make brands unmissable,” said Kristina Shepard, Co-Head of US Brand Sales, Roku. “TV streaming has long brought precision and measurement to the largest screen in the home. Now, marketers can launch campaigns knowing they will deliver meaningful reach and impact quickly, too.”

This first-of-its-kind offering from Roku is available to buy directly from Roku, including programmatically through OneView. Roku is uniquely positioned to use tech, data, and machine learning to maximize reach and manage frequency. As the #1 TV streaming platform in the U.S., Canada, and Mexico**, Roku brings the scale that marketers have appreciated in cable to the streaming era with 70 million active accounts.

To learn more about Primetime Reach Guarantees, please visit our blog.

*Average program household reach across top-five cable networks during primetime in Q4’22

**Based on hours streamed, Dec 2022, Hypothesis Group

About Roku, Inc.

Roku pioneered streaming on TV. We connect users to the content they love, enable content publishers to build and monetize large audiences, and provide advertisers with unique capabilities to engage consumers. Roku TV™ models, Roku streaming players and TV-related audio devices are available in various countries around the world through direct retail sales and/or licensing arrangements with TV OEM brands. Roku-branded TVs and Roku Smart Home products are sold exclusively in the United States. Roku also operates The Roku Channel, the home of free and premium entertainment with exclusive access to Roku Originals. The Roku Channel is available in the United States, Canada, Mexico, and the United Kingdom. Roku is headquartered in San Jose, Calif., U.S.A.

This press release contains “forward-looking” statements that are based on our beliefs and assumptions and on information currently available to us on the date of this press release. Forward-looking statements may involve known and unknown risks, uncertainties and other factors that may cause our actual results, performance or achievements to be materially different from those expressed or implied by the forward-looking statements. These statements include but are not limited to those related to the features, benefits, growth and reach of the Roku platform; and trends related to TV streaming and advertising. Except as required by law, we assume no obligation to update these forward-looking statements publicly, or to update the reasons actual results could differ materially from those anticipated in the forward-looking statements, even if new information becomes available in the future. Important factors that could cause our actual results to differ materially are detailed from time to time in the reports Roku, Inc. files with the Securities and Exchange Commission, including our Annual Report on Form 10-K for the year ended December 31, 2022, and our Quarterly Report on Form 10-Q for the quarter ended September 30, 2022. Copies of reports filed with the SEC are posted on Roku’s website and are available from Roku without charge.

Roku is a registered trademark, and Roku TV is a trademark of Roku, Inc. in the U.S. and in other countries. Trade names, trademarks, and service marks of other companies appearing in this press release are the property of their respective holders.

View source version on businesswire.com: https://www.businesswire.com/news/home/20230419005632/en/

Media Contact

Roku

Sarah Saul

AdsPR@roku.com

Source: Roku, Inc.

FAQ

What is Roku's Primetime Reach Guarantee?

Roku's Primetime Reach Guarantee is a new advertising feature that enables advertisers to reach more TV households during primetime than typical programs on top-five cable networks.

How much did Roku's household reach exceed that of cable networks in their pilot program?

In a pilot program, Roku's household reach was 15% greater than that of an average program on a top-five cable network.

Which countries does Roku operate in?

Roku operates in the U.S., Canada, and Mexico.

How many active accounts does Roku have?

Roku has 70 million active accounts.

How has the time spent with TV streaming devices changed recently?

According to eMarketer, the daily average time spent with TV streaming devices by U.S. adults increased by 25% over the past two years.