Hope you’re having a great week.

I don’t know about you but October has flown by. We’re at that point where it’s going to be Holidays and then January before we know it. I guess it’s the world we work and live in. Today we’re gonna talk about TV. It’s been a while since I’ve talked about TV, so this should be a fun one.

This one is brought to you by the good folks at Roku Advertising and Roku Ads Manager, which is Roku Advertising’s self serve platform.

CTV can be an amazing channel year round, but especially this time of year right before and during holiday peaks and BFCM. CTV has been up to 25% of our media mix at times throughout this year, and it’s something we are aggressively scaling into right now.

Here are my best tips and strategies to get your brand on CTV:

1. CTV and Linear both have a place. We started on Linear but we’ve shifted our budgets to almost exclusive CTV lately. Linear is dying, and streaming is dominating. 88% of US households have at least one CTV device and the average person spends over 4 hours daily streaming content.
2. Creative is king. Ideally you can get launched on CTV before peak BFCM and test creative. A lot of brands think you need big, flashy productions to make TV work. They help, and if you have it definitely use it. But there are also a lot of brands now standing out with recut social assets and some AI. Using Roku Ads Manager’s creative upscaler, you can spin up 15 and 30 second videos of some of our top social assets. The cost of these are very reasonable and they can actually stand out because they feel really different. Good creative here is a little different than social however. You want to brand it and get your logo on the screen as long as possible, and try to say your product or brand name two to three times for maximum recall. But don’t be afraid to put an offer or CTA at the end. With Roku, you can tap into action ads, allowing people to buy directly from the TV with a click of “OK” on the Roku remote. I like to think of good creative for DTC brands as brandformance; a bit of branding and direct response.
3. TV can have a big halo effect on other channels, especially Meta. When we first launched TV, Meta performance took off in the best way possible. We closely track our new visitor % in Meta; and launching on TV was one of the best things we’ve ever done to improve it. TV can expose you to an audience of new traffic you are not reaching on paid social. It serves as your top of funnel and gives a ton of new eyeballs and signal fr Meta.
4. With Holidays and BFCM season quickly approaching, you want to plan your TV campaigns now and start filling your funnel. While Black Friday weekend is the single most active streaming weekend of the year on Roku. So you can definitely get great performance by combining the audience on Ruku when streaming is high at the same time as demand is at an absolute max. But don’t neglect earlier periods; about 40% of shoppers began their holiday shopping or discovery in October and many people will buy from brands they have been seeing ads from for several weeks to months.
5. Don’t neglect Q5. You hear this every year, and every year it holds true. Sure BFCM is huge, but so many people (myself included) are very last minute shoppers. I’ve personally found CTV to be super effective at driving in store traffic. 64% of shoppers plan to continue their holiday shopping during the magical Q5 period, when CPMs normally drop but buyer intent stays high.
6. Roku can help you launch high performing holiday CTV campaigns with their self serve ads manager. You can literally launch a campaign today if you wanted to. It’s much easier than most people realize. It’s just 4 steps; create an account, choose your objective and audience, upload creatives for approval, and get buying. Measurement is really easy and has almost everything you are used to from social campaigns. There’s also a direct Shopify integration to make audience syncs and tracking seamless.

Plus, Roku Ads Manager has hooked it up with ad credits. Get $5,000 free ad credits once you spend your first $5,000 on Roku. Just use code Get5Kk when you create an account here.

Ok I’m off to the city for a comedy show. My wife got me tickets to a cool Larry David thing a few months back for my birthday. I’ll be off for a bit, but reply if you have any questions about CTV.

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