Alison Nevin de Roku
Roku platform in the US reached 148 million users, and only in 2020, it gained 14 million new accounts. “It’s time to buy TV as you watch TV”, said Alison Levin, VP of Advertising Revenue and Marketing Solutions at Roku, which works with 9 out of 10 of the top 100 brands in the AdAge ranking.
During the first day of the NewFronts IAB 2021 living the stream, Levin highlighted that the platform offers 40 thousand free titles of movies and other shows. The user profile is 50% female / 50% male, the average age is 39, and 57% of Roku’s audience belongs to households that have cut the cable.
“64% of Roku’s audience is not watching any other AVODs and 90% are watching SVOD,” Levin said to emphasize the fact that Roku offers the advertiser the opportunity to place their message for a different audience, which does not watch their ad in traditional media.
She mentioned the case of Cadillac, where 45% of the audience never saw one of their ads on broadcast TV, while 80% saw it on Roku. She highlighted Walmart’s case, where its ad was never seen by 80% of Roku’s audience on linear TV and, thanks to its exposure on her platform, it achieved an increase of 65% of brand awareness.
Levin announced the OneView platform, a tool that allows managing, on a single dashboard, the client’s advertising campaign within the platform, its performance, and integrating Nielsen measurements.
She also mentioned the launch of Roku Brand Studio to design, produce and distribute brand content to the millions of Roku users.
Another announcement was the launch of the Roku Originals, content produced specifically for the platform such as The Most Dangerous Game, the comedy Die Hart, Dummy, This Joka with Will Smith, among others.
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