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Roku, Inc. (Nasdaq: ROKU) today announced the launch of an advertising brand studio to produce new creative ad formats and TV programming tailored for marketers.
The advertising brand studio will help marketers go beyond the traditional 30-second TV ad spot and amplify big moments in the marketing calendar, including advertiser-commissioned short-form TV programs, interactive video ads, and other branded content on The Roku Channel.
"The shift to TV streaming has accelerated and leading advertisers are going beyond the 30-second ad," said Dan Robbins, Vice President, Ad Marketing, Roku. "We’re excited to launch a new advertising brand studio for marketers to create streamer-first campaigns on America’s #1 TV streaming platform."
In launching the studio, Roku has completed an agreement with the Funny Or Die Branded Entertainment division in which a number of the company’s branded content team members will join Roku. Industry veterans Chris Bruss and Brian Toombs from Funny Or Die and Rachel Daly Helfman from Snap Inc. will join Roku’s Patrick Colletto in leadership roles for the advertising brand studio. These individuals bring extensive expertise crafting award-winning content for advertisers such as Kroger, Lyft, Ralph Lauren, Wendy’s and more.
TV streaming has creative flexibility that goes beyond what traditional linear TV can offer to marketers. The new advertising brand studio will build on Roku’s existing offerings, which include sponsorships and native ads such as this year’s TurboTax partnership that will bring the 2021 March College Hoops Hub to life in TV streaming. In partnership with Roku, the brand built a College Basketball Game Guide on the Roku platform that not only unlocked free college basketball content for streamers, but also invited streamers to try to beat the buzzer across their TV and phone with an augmented reality lens.
Immersive branded experiences drive incremental value for both marketers and consumers today. A 2020 study by MAGNA, Roku and IPG Media Lab, "Valuing the Value Exchange," found that these branded experiences, alongside video advertising, generate 4X greater purchase intent than video advertising alone.
"Branded experiences on the Roku platform helped us shift ad budgets quickly to TV streaming and go beyond traditional advertising to move the needle on purchase consideration," said Lisa McQueen, Media Manager, Lexus. "We’re thrilled to collaborate with Roku for a world-class, hands-on production experience for our streaming TV advertising campaigns seen by millions of streamers."
Roku will unveil additional details, partners and advertising projects at its IAB NewFronts presentation on May 3, 2021.
About Roku, Inc.
Roku pioneered streaming to the TV. We connect users to the streaming content they love, enable content publishers to build and monetize large audiences, and provide advertisers with unique capabilities to engage consumers. Roku streaming players and TV-related audio devices are available in the U.S. and in select countries through direct retail sales and licensing arrangements with service operators. Roku TV™ models are available in the U.S. and in select countries through licensing arrangements with TV OEM brands. Roku is headquartered in San Jose, Calif. U.S.A.
Roku is a registered trademark and Roku TV is a trademark of Roku, Inc. in the U.S. and in other countries.
This press release contains "forward-looking" statements that are based on our beliefs and assumptions and on information currently available to us on the date of this press release. Forward-looking statements may involve known and unknown risks, uncertainties and other factors that may cause our actual results, performance or achievements to be materially different from those expressed or implied by the forward-looking statements. These statements include but are not limited to the benefits and performance of the advertising content studio; the opportunities that advertisers are seeking; and the features, benefits and reach of The Roku Channel and the Roku platform. Except as required by law, we assume no obligation to update these forward-looking statements publicly, or to update the reasons actual results could differ materially from those anticipated in the forward-looking statements, even if new information becomes available in the future. Important factors that could cause our actual results to differ materially are detailed from time to time in the reports Roku, Inc. files with the Securities and Exchange Commission, including our Annual Report on Form 10-K for the year ended December 31, 2020. Copies of reports filed with the SEC are posted on Roku’s website and are available from Roku without charge.
"America’s No. 1 TV streaming platform" is based on hours streamed according to Kantar, November 2020.
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