As one of the biggest players in the streaming market, Roku will offer guarantees for TV advertisers to avoid overlap with their linear TV campaigns and for all advertisers to ensure their ads increase site visits and app installs. It will also enable advertisers to rein how often people are shown their ads and turn off campaigns in any zip codes where stay-at-home orders change.
“In the 2020-21 upfront, it is more important than ever for these marketers to move dollars and find the audiences they’ve lost [on traditional TV] and make their money work as hard for them as possible,” said Alison Levin, vp of ad sales at Roku.
Roku continues to compete for advertisers’ TV dollars. But the company is playing the long game with its pitch. While agency executives expect streaming to play a bigger role in TV advertisers’ upfront allocations this year, those advertisers will still prioritize their dealings with TV networks, especially as networks’ streaming portfolios have grown with Disney taking control over Hulu and ViacomCBS pooling together inventory from CBS All Access and Pluto TV.
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