How to Advertise on Roku
So you’ve heard all of the buzz around CTV, but not sure where or how to start? Let’s start by defining some terms: CTV, OTT, and linear TV.
What is CTV (Connected TV)?
CTV or Connected TV is a television which can stream video content via a device connected to a television which streams from the web, or a television connected directly to the internet.
A CTV device could be a console (such as Xbox or Playstation) or a ‘stick’ which plugs into your television (like Chromecast, Roku, Fire TV, Apple TV, etc.) These devices usually include apps from OTT services in order to access video content.
80% of American households with televisions currently have a connected device and 40% of adults in these households watch these at least once a day.
You may also be interested in: Top 5 questions about Connected TV answered
What is OTT (Over-the-top)?
OTT, or Over-The-Top, is different from traditional cable or satellite TV: it delivers video content over the Internet, as opposed to via TV cable or antenna. OTT content can be consumed on any device such as a TV, a phone, tablet, or even a computer, without paying any subscription to a traditional cable TV. OTT content only requires an internet connection to be viewed.
When it comes to OTT, content is accessed through streaming services including Netflix, FuboTV, Hulu, Sling, Disney+ or Amazon Prime Video as well as broadcaster apps for catch-up and on demand services.
What is Linear TV?
Linear TV is the ‘traditional’ way of accessing television content, just like your parents and maybe even their parents did. It refers to the way in which viewers can consume the content: they’re reliant on the broadcaster schedule. That content is broadcast on a particular channel at a particular time.
That’s a lot of words, but here’s the long and short of it: advertising on CTV devices and OTT content allows marketers to maintain the high value attention and engagement of traditional TV audiences on an agile and affordable platform with real-time performance reporting.
OK, but what about Roku in all of this?
What is Roku?
Roku is a great streaming partner choice for early CTV campaign tests, since it encompasses a whole range of channels and interest segments, with a rapidly increasing user base. As of late 2021, Roku boasted over 61.3 million active users, with no sign of stopping any time soon. But what is Roku anyway?
Roku is a streaming video service that uses the internet to deliver content to your connected television, tablets, smartphones, or your “dumb TV” with a Roku device plug-in. The content you select through the Roku home screen will stream in real-time, and that’s why ads can now stream on television at a fraction of the cost of linear TV advertising.
Roku first launched in 2008, which means it has had plenty of time to establish broad support within the streaming video industry, especially since it is completely streaming service agnostic (unlike competitors like Amazon, Apple, and Google). In fact, Roku’s reach accounts for almost a third of the streaming media device market, with more installed devices than Amazon Fire TV, Apple TV, and Google Chromecast.
How do I advertise on Roku?
Now in order to advertise “on Roku,” what you actually need to do is select channels supported by the Roku streaming service to deliver your ad. Nothing could be simpler: enter “Roku” in the Vibe.co inventory search bar and you'll find a list of 40+ channels to target. Each channel will have a brief description of their overall content and reach to make the decision easy.
After that, it’s as simple as posting a video ad on Google or Meta: list your campaign budget and lifespan, define audience segments, identify which time slots to target, upload your creative, and bam… there you are on the Food Network!
Ready to give it a try? Register on Vibe.co for free today.
