Roku is the #1 TV streaming platform in the U.S. (Hypothesis Group). In fact, according to eMarketer, The Roku Channel is considered the top US Free Ad-Supported TV (FAST) platform! It’s no wonder that the digital ad industry paid attention when Roku announced their new Ads Manager platform this week.
Roku Ads Manager doesn’t just check the box in terms of reach; it also offers innovative features to help advertisers measure the performance of ad buys on Roku. Traditionally, measurement has been one of the biggest challenges for television marketers.
Roku’s Ads Manager represents the first time that scalable reach and advanced measurement are offered together in a self-serve platform without minimums.
But when we’re talking about first-time CTV buyers, we’re also talking about the need for new creative assets. For advertisers to lean into Roku Ads Manager, they need access to high-quality (4K) 15- and 30-second spots that represent their brand well enough to warrant testing a new channel. That’s why Roku has collaborated with Spaceback. Through this partnership, Roku Ads Manager buyers will be able to eliminate creative production costs and reduce time to launch, all while maximizing performance.
One of the most significant hurdles for first-time CTV buyers is that it is incredibly expensive to produce ads for the living room. In fact, according to Voices, if you want a quality ad for television, you can expect to pay at least $10k. Compare this to 9 out of 10 brands that already have approved social video assets (Sprout Social). Using Spaceback’s platform, advertisers can take those videos from social media profiles and authentically repurpose them for CTV. Spaceback doesn’t charge production costs, meaning all social content is readily accessible within Roku Ads Manager.
Video creative isn’t only expensive in terms of cost; it’s also expensive in terms of time to market. When working with Spaceback in Ads Manager, there are 24-hour turnaround times for creative requests. This unlocks the option to leverage trends and cultural moments on the living room screen, having your advertising content move at the speed of social. Additionally, marketers can test a variety of posts and creative variations due to the speed at which Spaceback’s platform generates creatives, aiding optimization.
Even though costs are lower and production time is reduced, Spaceback creative still performs better than standard CTV creative. Spaceback Social CTV creative has yielded an increase in aided awareness, consideration, ad recall, purchase intent, brand preference, and favorability over standard CTV creative. You can see a full breakdown of this brand lift performance here.
“The innovation of bringing social media content to the TV screen is game-changing. We’re so thrilled to have worked with Spaceback before launching our new ads manager platform because it has made the process for advertisers to activate CTV creative more seamless than ever before. We’re looking forward to a continued and prosperous collaboration with Spaceback to continue bringing the best experience to both our advertisers and our viewers.” - Dan Lapinski, Head of Product Marketing, Roku Ads Manager.
Spaceback and Roku are excited to help first-time CTV advertisers launch engaging ads on the largest screen in the home. For more information on how Roku and Spaceback can support you, head to our collaborative landing page.
