Delivery & Streaming, the Ultimate Experience with Roku
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Dig into the secular shift to streaming. Join Jeff Katz, Head of Sales in the Central Region at Roku, as he shares 3 key updates for QSR Marketers from America’s #1 TV Streaming Platform: - Foursquare QSR Insights - Roku Platform Updates - Beta Measurement Opportunity
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Delivery & Streaming, the Ultimate Experience with Roku
- 1. Brand Insider Summit QSR Jeff Katz
- 2. ©2021 Roku Inc. Confidential. 2 Introducing Jeff Journey Highlights Jeff Katz Head of Sales, Central Former Snapchatter, NBC Sports & Big Ten Network What I’m Streaming
- 3. ©2021 Roku Inc. Confidential. 3 Key Updates for QSR Marketers Roku + Foursquare Partnership: Better Insights for QSR brands Kochava Beta Opportunity: Better Measurement for QSR brands Roku Platform Updates: QSR brands are leaning in
- 4. ©2021 Roku Inc. Confidential. 4 Source: Roku Internal Data, 2021 Streaming Platform 53.6M Roku Households 18.3B Hours Streamed in Q1 2021 57% of Roku streamers are cordless #1 Smart TV OS in the U.S.
- 5. ©2021 Roku Inc. Confidential. 5 Streaming and food delivery go together As a result, QSR brands are leaning in on Roku to take advantage of new dining behaviors Source: Roku Internal Data, 2021; Roku Internal Survey, 2021-2020 +54% YoY growth in QSR category ad spend on Roku in Q1 2021 despite COVID-19 39% of Roku users are ordering food delivery more than before the pandemic of Roku users are interested in ordering food delivery right from their Roku remote 57%
- 6. ©2021 Roku Inc. Confidential. 6 Partnership But there is still much to learn from physical QSR location traffic Source: Roku Internal Data, 2021 Deterministic data tied to audience insights and streaming + linear TV viewing Location attribution data tied to real-time consumer movement to physical stores America’s #1 TV Streaming Platform Leading Provider of Location Insights 155M estimated active streamers 140B location signals every month
- 7. ©2021 Roku Inc. Confidential. 7 Sample Insights Providing even better QSR audience insights QSR brand’s visitors are defined as visiting the brand’s location at least once per Foursquare in the measurement period. Source: Roku Internal Data for Roku users matched to Foursquare's visit feed via LiveRamp during the period 6/1/20 – 8/31/20 Nearly Half watched ad-supported channels on Roku 1 in 2 did not see the QSR brand’s ad on linear TV 1.27x more likely to have an affinity for Action Sports content 1.49x more likely to have an affinity for Romantic Comedy content Leading QSR Brand Visitors
- 8. ©2021 Roku Inc. Confidential. 8 Beta Opportunity Objective Increase mobile app downloads among new users and purchases among existing users Strategy Quantify the effectiveness of TV streaming advertising for lower funnel results with Roku’s Kochava Measurement Beta Opportunity Results +49% lift in new mobile app installs over the control group 3,300+ Incremental mobile app installs among exposed group over control +32% lift in purchase events among those who had previously installed the QSR brand’s mobile app over control Roku Drives Significant Lift in Mobile App Installs for Fast Food Chain Source: Roku Kochava QSR Case Study, 2020
- 9. ©2021 Roku Inc. Confidential. 9 The unique benefits of Roku advertising Scale Roku is now bigger than any traditional pay TV company Control Combine the scale of TV with data- driven performance Measurement Prove your advertising drives audience or performance outcomes
Editor's Notes
- 1) Quick update on Roku and the endemic tie between streaming and food delivery/ We have seen QSR brands increasingly leaning in to Roku 2) Showcase our relationship with Foursquare and how we can match Roku proprietary data to Foursquare location data to discover unique audience insights tied to specific QSR visitors 3) Share a case study from our newest Kochava beta opportunity which allows for better mobile app attribution – determining how your Roku campaign can have an impact on mobile app downloads and activity
- Roku is America’s #1 streaming platform, with over half of our audience unreachable on Linear TV
- Amid COVID-19, we saw an acceleration in both streaming and food delivery When asking our Roku streamers about their behaviors, we learned almost 40% are ordering food delivery more than before the pandemic and nearly 60% would be interested in ordering food delivery directly from their Roku remote – showing that streamers are interested in ordering food while they are binging their favorite shows at home And what we have seen is that QSR category ad spend on Roku is continuing to climb with a 54% year-over-year growth in Q1 2021 despite COVID-19
- But there is still a lot we can learn from physical QSR location traffic. We have a great relationship with Foursquare (one of our many measurement program partners) which is the leading provider of location insights. Our relationship allows us to match our unique Roku first party proprietary data tied deterministically to each of our 53.6M active accounts (which is an estimated 155M streamers) and match this back to Foursquare’s location data to discover more about QSR audiences https://advertising.roku.com/blog/news-events/roku-expands-measurement-partnership-program
- Here are some sample insights that we pulled for a leading QSR brand as an example In this Roku / Foursquare data matching process - we discovered nearly half of the brand’s visitors watched AVOD channels on Roku, and half did not see a brand’s ad on Linear TV - showing that QSR visitors can be reached via Roku And our findings also helped us learn more about their content affinities. For example, action sports and romantic comedy stuck out as genres that this brand’s QSR visitors have affinity towards
- Our new Kochava measurement beta gives QSR brands the opportunity to determine mobile app lift directly attributed to their Roku campaign. Last year, a QSR brand ran this beta with us and what we discovered is that incredible results that prove Roku can help drive lower funnel actions Findings showed nearly a 50% lift in mobile app installs, for a total of over 3,000 incremental installs And a 35% lift in purchase events on the app for those who already had it installed ---- Kochava Overview Quantify the incremental impact on mobile app downloads and usage attributed to the Roku ad campaign. How Leveraging existing client integrations with Kochava’s advanced mobile app SDK, Kochava can match Roku ad exposure to mobile app actions, such as new downloads and purchases. What Kochava’s SDK consolidates cross-device and omni-channel data allowing for robust attribution and measurement across screens. Why Roku drives users down the consideration funnel with the combined power of the TV experience and precise targeting of digital.
- There are 3 main advantages to advertising with Roku – 1. Our uncontested scale, 2. The ability to control campaigns with data-driven performance, and 3. The ability to measure audiences and outcomes. Scale: Roku active accounts surpassed total subscriptions of the top cable companies combined and has more ad-supported streaming hours than any other streaming platform. Our scale, combined with our direct audience relationships, enables us to more accurately engage hard to reach audiences, such as cord-cutters, heavy SVOD viewers, and sports viewers, to deliver incremental reach above linear TV. Control: Roku works with you the way you want. Whether it’s as a platform (OneView) or via direct/IO. Or whether it’s data-driven performance for brands. We help you achieve your goals whatever they are. Measurement: Take the guessing out of your campaign performance and prove your advertising drives outcomes. Brands can be confident their media dollars will work harder on Roku than on linear by reaching incremental audiences, achieving greater ad resonance, and driving measurable actions with streamers.