Roku announced Roku Outcomes, a machine learning-powered optimization suite that brings performance advertising capabilities to streaming TV. With Roku Outcomes, marketers can optimize delivery for a specific action, such as an app install or a subscription at a target cost per acquisition (CPA) they set. Roku Outcomes brings the discipline that marketers use on search and social to premium TV inventory.
Roku Outcomes introduces two purpose-built optimizations that help brands align campaign delivery with their business goals:
· Roku Outcomes Amplify: Designed to maximize unique and incremental household reach, helping brands connect with new audiences while managing frequency. Marketers can set target audiences, reach goals, and frequency controls. Including goals for reaching households beyond linear TV or an existing media plan.
· Roku Outcomes Actions: Drives advertiser-defined conversions, including app installs, first-time views, sign-ups, subscriptions, and trials.
Roku Outcomes offers a distinct advantage
With Roku, the ad, the app install, and the first stream all happen on the Roku platform. That gives marketers closed-loop measurement within a single ecosystem, connecting ad exposure to installs and subsequent viewing. These signals continuously feed Roku’s machine learning models, which adjust bids and delivery in real time while campaigns are running. In Roku Outcomes Actions beta, all nine paid external advertiser flights launched in September delivered at or below their target CPA, with a median CPA 38% below target.*
“Performance marketers want to know: Did it drive action and at what cost?” said James Kelm, VP Products, Advertising, Media, Roku. “Roku Outcomes lets our media and entertainment clients set the CPA they need and puts the scale and attention of TV behind it with measurement they can trust, because the ad, the install, and the first stream all happen on the same platform. That’s closed loop measurement only a TV operating system can offer.”
“Reaching the right audience is critical, but ultimately, our biggest priority is to turn that attention into meaningful action,” said Nii Mantse Addy, Chief Marketing Officer at Philo. “Roku Outcomes gives us the ability to focus on the metrics that matter most to our business. With Roku Outcomes, Roku’s streaming signals are designed to continuously improve campaign performance, which allows us to make our advertising investment more effective without having to constantly adjust campaigns manually.”
Delivering to a specific audience
For those brands looking to reach new households beyond their existing media plans while managing ad frequency, Roku Outcomes also lets marketers set target audiences and reach goals and frequency controls to extend campaign reach more efficiently.
“Streaming TV offers an important opportunity for QVC & HSN to introduce our brands to new audiences and build connections with consumers via our live and on-demand shoppable content,” said Frank Balice, Head of Streaming Marketing at QVC Group. “Roku Outcomes helps us make the most of that opportunity by using proprietary streaming data to reach new households and manage ad frequency more effectively. That means we can be more intentional and efficient with our media investment, reaching new streamers and customers rather than overserving ads to the same audiences.”
Roku Outcomes works across Roku’s premium advertising ecosystem, including Home Screen native experiences and in-stream video. Roku Outcomes Actions is initially available for media and entertainment advertisers, with support for purchases, website visits, and cart activity planned.
