Today Roku announced a new ad program called Primetime Reach. This new service gives advertisers the ability to target their ads to air only during the popular primetime window of 8 pm to 11 pm locally.
According to Roku, their new Prime Time Reach Guarantee brings in more viewers than the top 5 cable TV networks. In their pilot test, one financial service brand reached 15% more households advertising with Roku vs cable TV.
With Roku’s Primetime Reach Guarantee marketers choose a primetime date. Roku then prioritizes delivery to unique households across The Roku Channel and the additional top 100 channels on the platform.
“This is a best-of-both-worlds solution to make brands unmissable,” said Kristina Shepard, Co-Head of US Brand Sales, Roku. “TV streaming has long brought precision and measurement to the largest screen in the home. Now, marketers can launch campaigns knowing they will deliver meaningful reach and impact quickly, too.”
Roku is hoping this new program helps them continue to build on their lead as the largest advertisers on connected devices in the US, Canada, and Mexico.
According to Roku’s most recent earning numbers, they generate more money by ads vs actual device sales. Roku is hoping by offering advertisers the ability to target better primetime, they will be able to keep advertisers coming to Roku over other options.