OK, Roku Does That
The new advertiser-focused effort comes on the heels of “OK, Roku Does That,” another campaign the streaming giant developed with R/GA’s California office, which rolled out in late September in advance of the holiday shopping season.
Targeted at streaming consumers, “OK, Roku Does That” marked the company’s largest-ever general ad campaign, with the company investing “tens of millions of dollars” on it, Roku’s VP of marketing, Dan Robbins, recently told Ad Age. To put that spend in perspective, Roku spent $7.1 million on marketing in all of 2020, according to its annual filing to U.S. regulators.
The digital aspects of that push are managed by OneView.
“The work that we did on the consumer side with R/GA was to establish that Roku has made TV completely simple,” Rost said. “We worked really closely with them to apply the creative and value propositions [from the ‘OK, Roku Does That’ campaign] into the advertising audience.”
“We’re trying to get as personalized as we possibly can” with the new campaign, he added, noting that much like with “OK, Roku Does That,” the company is also deploying OneView in its latest roll-out. “We’re really keen to tell stories about marketers as part of this campaign,” Rost said, citing advertisers like Lexus that use OneView to manage their TV buys.
The latest OneView campaign for marketers “started in earnest” during Advertising Week in October, said Rost, and began rolling out more widely on Nov. 12.
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