The smarter, simpler, and most
cost-effective way to manage
campaigns and increase viewership
The smarter, simpler, and most cost-effective way
to manage campaigns and increase viewership
More than half of streamers want help with content discovery. With over 14,000
streaming services on Roku, it’s vital to help users choose your channel first so
they spend less time deciding and more time experiencing your content.
With Roku Ad Manager, streaming services can easily set up an advertising
campaign to win and retain streamers.
In this playbook, you’ll learn the basics to plan and execute Roku campaigns.
1 Why Roku Ad Manager
2 Converting the Right Streamers
3 Owning the Streamer’s Journey
4 Getting Started
5 Frequently Asked Questions
Source: Nielsen, July 2019 2
Why Roku Ad Manager
Why Roku Ad Manager
Roku is the #1 TV streaming platform today, reaching over 50 million
active accounts and capturing 38% of smart TV market share in the U.S.
Roku’s mission has always been to make TV better for everyone. That
means Roku users are highly engaged and highly receptive to content.
Smart TV Market Share | 2020
38%
With Roku Ad Manager, you can promote your service to the right
streamers and ensure that Roku users choose your content first.
Roku Ad Manager allows you to advertise to the right streamers through
exclusive Roku audience data, while allowing you the flexibility to control
campaign budgets, audiences and goals. It takes only minutes to set up a
streaming advertising campaign, and you’ll be able to measure and
optimize campaign performance in real-time.
Source:: NPD’s Weekly Retail Tracking Service, Jan 5 – Dec 26, 2020 4
Converting the
Right Streamers
Converting the Right Streamers
How Data Works
What makes Roku data so powerful? It starts with the streamer. When users
set up their devices, they provide their name, email, address, date of birth,
and credit card information. This is all tied to a streamer’s profile on Roku.
Device setup which may Personal information
include name, email, address, attached to device ID
age, credit card, etc.
In addition to registration data and device IDs, Roku captures viewership
signals to understand which streaming channels users are watching on Roku ,
what they’re searching and what shows they’re watching on linear TV. This
includes viewership captured via Automatic Content Recognition* in which the
user opts in to share data.
Who They Are Device ID Registration Data
Channel Search Linear TV
What They Watch Usage History Viewership**
*
Automatic Content Recognition (ACR): An identification technology that allows smart devices to recognize content
being played on a media device **Linear TV Viewership which leverages ACR data is only available in the United States. 6
Converting the Right Streamers
Viewership signals allow you to build campaigns for audiences that are already
watching similar content to your service and may have similar habits to your
prospective viewers. We categorize viewership signals by five key categories.
General Behaviors
Audiences based on how long they have been Roku users, if they have linear TV,
what types of channels and subscription services they watch, etc.
Key Value Prop: Great for reaching a broad group of users.
Linear TV Viewership*
Audiences based on engagement with linear TV content.
Key Value Prop: Great for partners looking to reach linear viewers that watched a
previous season, competitor shows or networks, similar genres, etc.
Channel Usage
Audiences based on engagement within your specific streaming service.
Key Value Prop: Great for reaching streamers that have taken specific actions
within your streaming service, like installing but not subscribing or viewing
Content Affinity
Audiences based on content affinity using streaming and linear viewership
behaviors (i.e. comedy viewers, sports fans).
Key Value Prop: Great for reaching linear viewers and streamers that watch
specific genres or content type.
Geography
Audiences based on geographic region.
Key Value Prop: Great for reaching users to watch local-specific content or grow
an audience in a particular region.
Exclusion
Suppress any of the targeting audiences above (i.e. New York DMA or SVOD
viewers).
Key Value Prop: Suppress specific users to attract only those that matter.
Tip: Avoid hyper-targeting because it can lead to campaign delivery issues.
*Linear TV Viewership which leverages ACR data is only available in the United States. 7
Converting the Right Streamers
Cost Per Cost Per
Impression (CPM) Install (CPI)
§ General Behaviors § Geography
§ Content Affinity
Targeting Capabilities § Channel Usage
by Buying Models § Geography
Recommended Audiences by Business Goal
§ New Roku Users
Awareness
§ Cord Cutters
§ Reality TV Viewers
Installs § News Viewers
§ Comedy Viewers
§ Subscription VOD Viewers*
New Viewers
§ Ad-Supported VOD Viewers**
or Sign-Ups
§ Installed Not Visited Channel
§ Streamed Channel
Returning Viewers
§ Current Trialists
and Visitors
§ Current Viewers
*Subscription VOD Viewers: Roku users that watch paid subscription video content (i.e. Netflix)
**Ad-supported VOD Viewers: Roku users that watch free video content with advertising (i.e. The Roku Channel) 8
Owning the
Streamer’s Journey
Owning the Streamer’s Journey
Research from Nielsen shows that it takes streamers an average of seven
minutes to decide what to watch.
To help streamers shorten their decision-making process, entertainment
marketers must influence users before and after those “7 minutes” to ensure
streamers choose your content first. To do that, you should think about how
to create ad experiences across every key streaming moment.
Moments to Connect and Convert
Search & Discover Moment | Streamer is looking for their next piece of content
Native Home Screen Ad
§ Great for: Featuring your content front and center on the TV streaming “channel guide”
§ KPI: Impression, click, install
§ CPM | Cost Per Thousand Impression
§ CPI | Cost Per Install (pay when a user installs)
Source: Nielsen, July 2019 10
Owning the Streamer’s Journey
Moments to Connect and Convert
Search & Discover Moment | Streamer is looking for their next piece of content
Native Screensaver Ad
§ Great for: Surprising streamers with your content when the screen goes idle
§ KPI: Impression, click, install
§ CPM | Cost Per Thousand Impression
§ CPI | Cost Per Install (pay when a user installs)
11
Owning the Streamer’s Journey
Moments to Connect and Convert
Sit Back & Stream Moment | Streamer is viewing content
Video Ad | :15 and :30
§ Great for: Engaging streamers with your content using sight, sound and emotion
§ KPI: Impression, click
CPM | Cost Per Thousand Impression
12
Getting Started
Getting Started
1 Create an account on Roku Ad Manager.
2
Set up a campaign and submit for approval.
Please refer to instructions here.
3 Your ads will be reviewed within three days.
4 Campaign goes live.
5
Measure and optimize campaign
using a real-time dashboard.
14
Frequently
Asked Questions
Frequently Asked Questions
How much does it cost to launch a campaign?
It's free to register an account with Roku Ad Manager and you can launch a
campaign for as little as $500. There are no hidden fees or subscriptions.
Simply choose your advertising budget, pre-pay via credit card, and launch
your campaign.
Which payment methods are available?
Campaigns are pre-paid with a credit card. Roku accepts all major credit cards
in the following currencies: USD, CAD, EUR, GBP, BRL, MXN. Any budget that
doesn't deliver in full, either by under-delivery or the campaign being paused,
will be refunded back to your credit card.
Where do I find my Channel ID?
Here are directions on how you can get your channel ID:
1. Log into the Developer Dashboard.
2. Under “Manage My Channels”, go to “Preview and Update” next to the
channel you want to view. The URL that appears at the top of the page
includes the channel ID.
3. Here's an example of where the channel ID is highlighted in yellow:
https://developer.roku.com/developer-
channels/channels/edit/package/224880
How does deep linking work?
Deep linking allows users to click on your ad and be taken to a specific video
inside your channel. Learn more about deep linking here.
How long will it take to launch after my campaign is created?
Campaigns will be reviewed within 3 business days of being submitted.
Will I need to create a new campaign each time I launch media?
Yes, you will need to launch a new campaign. Once a campaign is live, you can
change the creatives and targeting. You cannot change the end date or
budget once a campaign is live.
Am I able to pause a campaign mid-flight?
Yes, you can pause a campaign or individual creatives within the dashboard.
16
Frequently Asked Questions
How am I billed and how do I pay for my campaigns?
All campaigns are pre-paid via a credit card when they are submitted.
How can I get a receipt for my campaigns?
You will receive an email invoice when you set up your campaign and an
actualized invoice after the campaign ends.
Can I get invoiced for campaigns instead of having my credit card charged?
We don’t offer post-campaign invoicing at this time. The advertiser will
receive an email invoice when booking a campaign. Post-campaign, you will
get an email confirming if the campaign delivered in full, or an email
confirming how much will be refunded due to under-delivery.
What happens if my campaign budget does not deliver in full?
If a campaign does not deliver in full or never runs, the undelivered budget will
be automatically refunded to your credit card after the campaign end date
ends.
Where can I find creative specs?
You can find creative specs here.
Where can I find creative best practices?
Check out this blog post and download the creative e-guide to learn more.
Can creatives be translated to multiple languages (i.e. Spanish)?
Yes, but the call-to-action must be in English, or the market’s local language.
How does the Creative Library work?
You can find Creative Library details here.
How can I get other reporting metrics?
Contact your Roku account representative or email
[email protected] 17
