The Canadian TV landscape continues to evolve with more options that ever before. Consumers are streaming programs they love at affordable prices and ad supported video on demand is a growing opportunity for marketers. Learn how the landscape is changing and with it, the great opportunities marketers have to reach consumers and audiences; where the best of digital comes together with the best of TV on Canada’s #1 streaming platform Roku.

1. KEYNOTE The Rise of Ad Supported
Streaming TV: Why Free is a
Great Price Marketers will Love
TORONTO, ON ~ MAY 12 - 13, 2022
DIGIMARCONCANADA.CA | #DigiMarConCanada
Laura Chaibi
DIRECTOR OF AD MARKETING AND
INSIGHTS – INTERNATIONAL
ROKU CANADA

2. The Rise of Ad Supported Streaming TV
Why Free is a Great Price Marketers will Love
Laura Chaibi
Director Ad Marketing and Insights, International
DigiMarCon Canada, May 2022

3. Streaming Free TV
is exciting
Streaming Free TV
advertising is exciting
What’s next?

4. It’s Growing
#1

5. 5
Confidential and shared under NDA. Ampere Analytics Q3 2021, Canada Sample 2000 internet users aged 18 -64. *Growth YoY from Q3 2020 to Q3 2021
Canadians own a
Connected TV (CTV)
or Streaming Device
TV streamers are
Free AVOD TV
streamers
Free AVOD TV
streaming audience
growth*
78% 38% 239%

6. 6
Confidential and shared under NDA.

7. Roku Internal Data, Q1 2022, 2021 review, IAB Canada Ad Barometer March 2022
73B
Hours Streamed on
Roku in 2021
65%
Canadian Connected
TV advertising growth*
61.3M
Total Roku
Households
174M
Roku
Streamers
The #1 TV Streaming Platform
in America, Canada, and Mexico... and growing

8. It’s Premium
#2

9. 9
Confidential and shared under NDA.
FILM & TV NEWS & CURRENT EVENTS SPORTS LIFESTYLE & FOOD
FINANCIAL & BUSINESS MUSIC ANIME / ANIMATION

10. 10
Confidential and shared under NDA.
100+ LIVE
CHANNELS
45K+ MOVIES
& SHOWS
AUDIO
STREAMING

11. It’s Original
#3

12. 12
Confidential and shared under NDA.
Most Dangerous Game
Liam Hemsworth
Dummy
Anna Kendrick
Die Hart
Kevin Hart
Weird Al
Daniel Radcliffe
Elba vs Block
Idris Elba
Big Investment in AVOD with ‘All Star’ casts

13. 13
Confidential and shared under NDA. *Note: Official ratings are subject to change

15. It’s Trusted
& Stable
#4

16. 16
Confidential and shared under NDA.
Q: Which one of the following media carries video advertising that you believe to be most trustworthy? Least trustworthy
TV is the most trusted medium in Canada
Source: Source: NLogic OmniVu | Total Canada | Feb 2020, Adults 18+,
sample size: 1000, TV = TV in all its forms; Live, On Demand, Online
70%
12%
8%
11%
21%
60%
Most Trustworthy
Least Trustworthy
Don’t know 9% / Refused 2%
Don’t know 7% / Refused 1%
TV
Online Video
Social Media

17. Near 100% completion rates
Full Screen
Sound on
Broadcasters and streaming
platforms spending billions
on premium programming
Shared viewing &
Network effects
Robust digital measurement
Viewed by humans
Brand safe and pre-cleared
ads

18. …and it’s
getting
bigger…
#5

19. 19
Confidential and shared under NDA.

20. 20
Confidential and shared under NDA.
Streamer’s Needs First

21. 21
Confidential and shared under NDA. Source: Roku Internal Data, September 2021 based on unique channel visits, *Q4 2021
Providing incremental reach for advertisers
28%
of The Roku Channel audience
did not stream other key AVOD
channels on Roku*
94%
of The Roku Channel audience
also streamed SVOD content
SVOD
Channels
AVOD
Channels

22. Streaming Free TV
is exciting
Streaming Free TV
advertising is exciting
What’s next?

23. It’s where audiences are
#1

24. 4.10
11.1
11.8
11.7
11.2
10
12.2
9.6
11.4
11.5
Airlines - Business
Airlines - Leisure
Automotive
Bankers
Cosmetics &
Personal Care
Drinks Brands
Films franchises
Gamers, Gaming
Genres & Brands
Groceries
Hair Care
9.3
6.5
10.9
11.2
12.2
11.8
11.4
9
Healthcare
Luxury
Mobile Brands
Online Payment
Methods
QSRs - Quick
Service Retailers
Retailers
Retailers - Grocery
Store Brands
Skin Care
12.2m Canadians are Pay Streamers
Source: Globalwebindex (GWI) | question for each category added for reference. Base: internet users aged 16-64 weighted to Canada population statistics levels. Canada | waves: q4 2021,
q3 2021, q2 2021, q1 2021. Sample size: varies by category, overall sample base = 20.9k respondents in Canada in 2021. Pay Streamer = anyone owning a streaming device/ stick and/or
paid for subscription TV or movie streaming service
Pay Streamers (in millions) who have affinity with key advertising categories

25. It’s branding and more
#2

26. 26
Confidential and shared under NDA. Source: Roku Internal Data 2020
Be the Stream
Surround the Stream
Present the Stream

27. 27
Confidential and shared under NDA.
Driving discovery and engagement
Native Screensaver Ad
Home Screen Spotlight Ad

28. 28
Confidential and shared under NDA.

29. It’s a team player
#3

30. 31
Confidential and shared under NDA.
TV streaming
complements
holistic plans
Social
Shop
Stream
Search

31. 32

33. It delivers measurable
impact
#4

34. 35
Confidential and shared under NDA.
Partner
Friendly
Measurement
Programs

35. 36
Confidential and shared under NDA.
0
100
200
300
400
500
600
Apr-18 Jul-18 Oct-18 Jan-19 Apr-19 Jun-19 Sep-19 Dec-19 Mar-20 May-20 Aug-20 Nov-20 Feb-21
Website
visits
per
week
(000)
2nd hand cars
Effect of paid search alone Effect of TV assisted search Effect of TV alone Other drivers (weather etc) Website visits
Source: Magic Numbers, The TV playbook for online businesses (2021)
TV means scaling quickly (UK)
Experimentatio
n phase
Scale up
phase
They reached 0.5m visits per week after scaling up TV spend

36. 37
Confidential and shared under NDA.
0
50,000,000
100,000,000
150,000,000
200,000,000
0
10
20
30
40
50
60
70
80
90
100
TV
Exposures
Relative
Google
Search
Volume
(Index)
Search volume for 'Vinted'
TV Exposures
R2=0.90
Source: BARB/Google Trends, Jan 2019 – Jul 2021
TV drives brand search (UK)

37. …bringing
digital and TV
closer together
#5

38. 39
Confidential and shared under NDA.
Solutions to bring TV & Digital together
Streamlining
Programmatically
1
TV & Digital Perform
together
4
Scaling Precise
Known Audiences
3
Incremental
Reach
2

39. 40
Confidential and shared under NDA.
First-Party Data: from growth hacking to
fame
Reach Re-Engage Retain Re-Market
Upper / Mid-Funnel Lower Funnel
New
Customers
Past
Customers
Current
Customers
Prospective
Customers

40. 5 reasons:
Streaming TV is
exciting
5 reason: Streaming
TV advertising is
exciting
What’s next?

42. Thank you