1、BEYOND THE:30On Streaming TVShared commitment to learning20192020TODAYQuantified the effectiveness of streaming TV vs.linear TV,establishing clear benchmarks on effective frequency and diminishing returnsExperimented with sponsorship ads on the Roku Home Page to understand their impact compared to t

2、raditional video adsTake the research a step further and focus on how brands can capitalize on streaming TV beyond traditional video2Todays questionsQ2Q1vsHow can marketers make streaming TV ad experiences more engaging?What is the impact of new innovative streaming TV video ad formats?BEYOND:30 ADS

3、TRADITIONAL ADSPREFERENCESAD AVOIDANCE3Table of Contents4Section 1:Driving Ad Acceptance Through Improved Streaming TV Ads Section 2:Testing&Learning Moving Beyond Traditional Ads Section 3:Ad Format Deep Dive What WorksIMPLICATIONS FINDINGSThrough Improved Streaming TV Ad Experiences5Viewers are cr

4、aving new ad experiencesSample sizes:n=1,316Thinking more generally about watching TV,which of the following options,if any,would make you less likely to avoid ads?6Ad avoidance is a surmountable industry problem6%Theres nothing that would make me avoid TV ads less94%There were changes in the types

5、or amount of TV adsI WOULD AVOID TV ADS LESS OFTEN IFBrands should focus on providing the entertainmentviewers are looking for on TVSample sizes:n=1,316Thinking more generally about watching TV,which of the following options,if any,would make you less likely to avoid ads?7Second most popular is gett

6、ing value in return They were more entertaining60%They provided new info48%They were relevant to the content45%They felt less like typical ads47%There were fewer ads42%53%They offered value in returnI WOULD AVOID TV ADS LESS OFTEN IF8Sample sizes:n=1,316Thinking more generally about watching TV,whic