A New Study From Roku & Magna Show Ads on Streaming Are Better Than Cable TV


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Hand holding a remote control in front of a TV

Today Roku and MAGNAls industry-leading research released a report showing that ads on streaming are more effective than traditional TV ads. This report called “Beyond the :30” tested multiple formats and showed that streaming helped brands grow their top-of-mind awareness by 57% vs. just 43% with traditional cable TV ads.

Three new “Beyond the :30” video ad formats were tested:

  • Thematic Tagged Vignette: A 30-second animated ad where a brand celebrates streaming.
  • Roku Original Vignette: A 30-second ad where a brand references the Roku Original show being streamed.
  • Watch Alongs: Ad breaks where a brand sponsors discussion about the show or movie being streamed.

“Better TV storytelling for brands starts with Roku,” said Asaf Davidov, director, head of ad measurement and research at Roku. “The takeaway for marketers is clear — the key to winning the entire streamers’ journey is surprising and delighting beyond the traditional TV spot.”

The study also showed that streaming TV ads also generated 78% higher search intent vs traditional cable TV ads.

Recently the ad market has been shrinking just as more companies are getting into ads. Now Roku and others are making a hard push through studies like this one to convince ad companies to spend their money on Roku vs a traditional Cable TV ad.

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