Roku's 2024 NewFront Refrain: Broad Reach, Lead-In, and High Impact

The Big Message Whatever avenue you choose to run a campaign on Roku from messages that can be interactive or shoppable to occupying a portion of the home screen or moving screensaver Roku City you39ll get through to the consumers you desire Chances are you39ll get through to that consumer base before they settle in to see their favorite programs through Roku quotWe bring the leadin back to TVquot pointed out Roku Media President Charlie Collier quotTelevision needs a broadreach platform again and we39re itquotHosts Collier bookended the presentation at the start and finish with other Roku executives handling the rest Rich Eisen whose popular daily radio program is simulcast on Roku came on near midway to lead a segment on the smart TV setdeviceoperating system39s sports contentWhat Worked Touching all the key subjects what new content advertising opportunities and artificial intelligencepowered research initiatives are on the way in an informative and entertaining mannerWhat Also Worked The emphasis on how content in specific genres get arranged as quotAll Thingsquot zones so viewers can find what they want to see quickly The original series in the food and home improvement quotAll Thingsquot were spotlighted with a mix of video clips and live appearances from hosts or producersWhat Can Work Here If one of your newest original series just launched to outstanding viewership let your presentation attendees see some onstage love beyond a passing sentence or two In Roku39s case The Spiderwick Chronicles the familyfriendly scripted fantasy drama acquired from Disney when that megacontent service dropped it due to parent Walt Disney39s 8 billion costcutting actions After a recordsetting opening weekend for Spiderwick and brewing public buzz for a second season offer a video of scenes from the initial episodes and invite advertisers to join this bandwagonData Points Roku is available in more than 82 million US households with 120 million people checking in to watch every day In one recent month 120 million people visited the quotAll Things Foodquot destination aloneNews Within the next few weeks Roku will introduce the placement of video ads on its home screen giving advertisers and agencies an alternative to fill those home screen spaces with still shots or graphics Shoppable elements can be incorporated with the video ads Different interactive and immersive formats can be constructed and tested with viewers through a new quotAdvertiser Showroomquot initiative In the year ahead Roku City will launch dynamic video and sidetoside motion graphic options with DoorDash the first advertiser for the graphic innovation NBCUniversal will operate quotNBC Olympics Zonequot giving viewers quicker access to Peacock39s upcoming Summer Olympics coverage from Paris Live events replays and highlight videos will be arranged by sport on a separate home screen and an interactive medal count will operate throughout the Olympics The big original series news that longgestating parody of 1950s undercover cop series Tightrope organized by Breaking Bad star Bryan Cranston will finally get made Roku greenlighted six episodes of this venture with Modern Family costar Ty Burrell inserted literally into the lead role originally played by Mike Conners Side trivia A decade ago to the day Crackle announced plans to show Cranston39s Tightrope rendition at its Upfront event Somehow the arrangement collapsed Among the new unscriptedlifestyle series coming this fall or early 2025 What Drives You with John Cena and The Arch Project with Keanu ReevesBonus Points First taking the hood off a cuttingedge ad experiment underway The scenario a viewer watches Roku City and clicks one of the buildings A 15second ad pops up with a tag at the end inviting the viewer to order something through their Rokuprovided voice remote When the ad ends or the order is placed the home screen comes on quotThis could be one of the biggest highestimpact moments on TVquot advised Collier acknowledging this is in the exploratory stage quotIt39s a direction we39re headedquot Second a postpresentation complete with slider and sushi bars and attendees able to pick and take home flowers from an adjoining hallwayParting Words quotWe do things powerfully and delightfully with advertisersquot Swela Patel Roku39s Head of MarketingquotPlease hold your lukewarm applause for the endquot Rich Eisen host of The Rich Eisen ShowquotWe39re reimagining TV creating the nextgeneration networkquot Roku Head of Content David EilenbergquotBusiness outcomes will be the metrics by which we39re evaluatedquot Jay Askinasi Head of Advertising at RokuClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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Roku's 2024 NewFront Refrain: Broad Reach, Lead-In, and High Impact

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Simon Applebaum

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Roku's 2024 NewFront Refrain: Broad Reach, Lead-In, and High Impact

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