This document discusses strategies for advertisers to reach audiences on The Roku Channel. It finds that The Roku Channel has over 50 million potential viewers across Roku's OTT partner network and is the #3 ad-supported channel on the Roku platform. The document outlines several custom integration opportunities on The Roku Channel, including movie nights, featured collections, live news streams, and branded content hubs. It argues these strategies can help advertisers reach cord-cutters and cord-shavers in a way that complements traditional TV and OTT video buys.

1. The Platform that Speaks to Streamers

2. ©2018 Roku Inc. All rights reserved. Confidential.!2
Free is the #1
searched term on
Roku
75% of Roku users
are cordless or light
linear TV Viewers
87% of Roku users are
not willing to pay any
amount to avoid all ads
Source: Roku Internal Data, 2018

3. !33

4. ©2018 Roku Inc. All rights reserved. Confidential.!4
Regardless of How Viewers Get Their
Content, They All Love Movies
Cord-Nevers Cord-Cutters Cord-Shavers Cord-Traditionals
Movies Movies Movies Movies
TV Dramas TV Dramas Local News Local News
TV Comedies TV Comedies TV Comedies TV Dramas
Local News Local News TV Dramas National News
Rank of
Preference
1
2
3
4
Source: Roku Internal Data, 2018

5. ©2018 Roku Inc. All rights reserved. Confidential.!5
Top 5
Channel by Active
Account Reach
Top 3
Ad-Supported Channel
on the Roku Platform
Source: Roku Internal Data, Q1 2018
5 Source: Roku Internal Data, Q12018

6. ©2018 Roku Inc. All rights reserved. Confidential.!6
Parents love
their downtime
42% of The Roku Channel
viewership comes from
households with families
The most
engaged
streamer
Spend 70% more time
streaming than the average
Roku user
Expanding their
horizons
The Roku Channel viewers
are tuning into Live News
Streamer Snapshot:
The Roku Channel Viewer
Love to rewatch
their favorite
flicks
64% of The Roku Channel
viewers like to are nostalgic
and watch movies time and
time again
Hard to reach
Spend 59% more time in
SVOD channels than the
average Roku User
Cutting the cord
The Roku Channel viewers
are 27% more likely than the
average Roku viewer to be
cordless
Source: Roku Internal Data, 2018

7. ©2018 Roku Inc. All rights reserved. Confidential.!7
The Roku Channel Drives Reach
Reach Exclusive to TRC Over Linear TV & Full Episode Players
+59%
Full
Episode
Players
Linear TV
+56%
Source: Roku Internal Data, 2018

8. ©2018 Roku Inc. All rights reserved. Confidential.!8
The Roku Channel Drives Reach and is Expanding
Exclusive Audience Reach On and Off Platform
Source: Roku Internal Data, 2018

9. ©2018 Roku Inc. All rights reserved. Confidential.!9
The Roku Channel Expands to a Leading
Gaming Console
The Roku Channel is extending entertainment to gamers nationwide with its launch on a leading gaming
console, the first to join the Roku OTT Partner Network.
• One November Movie Night on device and
across the OTT Partner Network
• One week in Featured Row (11/15 – 11/21)
• Native ads on both Roku and gaming
console
• Gaming console ads will feature
“Official Launch Sponsor” language
• Exclusive sponsorship
• Hurry! First come, first serve…
Launch Package
Content Streamers Crave
Source: Roku Internal Data, 2018

10. ©2018 Roku Inc. All rights reserved. Confidential.!10
potential viewers
across our OTT
Partner Network
50MM
channel by active
account reach
Top 5
value in annual
organic Roku
promotion
$30MM
ad-supported channel
on the platform
#3
Align with our owned and operated
ad-supported channel
We listened to our streamers — with the rise in cord-cutting, the desire for free and premium
content is in high demand. The channel, regularly refreshed, can be viewed without the hassle of
logins, fees or subscriptions
Source: Roku Internal Data, Q1 2018; Roku Internal Date, Q2 2018

11. ©2018 Roku Inc. All rights reserved. Confidential.!11
The Roku Channel Custom Playbook
A full suite of opportunities on Roku’s #3 Ad-Supported Channel.
Live Streams:
Leading Sources of
Light + Entertainment
News
Movie Nights &
Featured Collections:
Leading Source of
Millennial News
Branded Content: Hub
& Distribution
Source: Roku Internal Data, 2018

12. !12
Movie Night
High-impact, month
long integration
100% SOV with limited
commercial interruptions
Branded native ads on
the Roku home-screen
Extends off-Roku to our
Partner Network
12 Source: Roku Internal Data, 2018

13. ©2018 Roku Inc. All rights reserved. Confidential.
GEICO’s Halloween Movie Night
!13
Native Ad Unit
Celebrate the spooky season by streaming this classic family favorite for free in The Roku Channel!
Branded Microsite
In-Channel Attribution
Click ere for Video Capture of User Flow
Source: Roku Internal Data, 2018

14. !14
Featured Collection
Week long
integration
Branded title cards in
first ad spot of all pods
Branded native ads on
the Roku home-screen
Extends off-Roku to our
Partner Network
14 Source: Roku Internal Data, 2018

15. Live News
Month long
integration
Four premium
News partners
Live-linear
experience
Extends off-Roku to our
Partner Network
!15 Source: Roku Internal Data, 2018

16. ©2018 Roku Inc. All rights reserved. Confidential.
Before the awards show: Help streamers get
red-carpet ready with an award-show
destination. Brands can sponsor a branded
microsite within The Roku Channel that
features PeopleTV’s live linear stream, as well
as a curated collection of award show VOD
content.
During the awards show: Deeplink directly
into the live-stream of PeopleTV’s red-carpet
coverage, no cable subscription necessary.
Consider a high SOV takeover during these
key hours to reach your target as they search
for where to watch.
After the awards show: Drive users to watch
PeopleTV’s after show to hear about the
favorite red carpet moments, or catch-up on
what they missed.
Custom Branded Microsite
Unlock award season for streamers with
live content from the red carpet
!16 Source: Roku Internal Data, 2018

17. ©2018 Roku Inc. All rights reserved. Confidential.!17
MillerCoors: Branded Content Hub
This fall, MillerCoors is distributing its stunning, cinematic-quality branded content from partners like National Geographic, Great Big Story and
Outside Magazine to its target audience via a custom microsite, offering streamers an immersive, lean-back viewing experience.
User Flow within The Roku Channel
Step 1. Streamer clicks on The Roku Channel
within their channel list
Step 2. Streamer clicks on the branded Hero Tile
within The Roku Channel home screen
Step 3. MillerCoors’ branded content opens in
a Custom Microsite in The Roku Channel
Source: Roku Internal Data, 2018

18. ©2018 Roku Inc. All rights reserved. Confidential.!18
Everything Works Harder Together
TRC Integrations
+
TRC Integrations
Reach Cord-Cutters and
Cord-Nevers before they dive
into SVOD content via custom
branded integrations on the
TRC Home Screen
TRC Only Video Maximum Audience Reach
=
Robust Media Mix
By activating these
placements, maximize reach,
audience penetration and
viewership across a variety of
creative placements
TRC Only Video
Target Cord-Shavers
and Cord-Cutters who
are hard to reach via
traditional TV buys
Source: Roku Internal Data, 2018

19. ©2018 Roku Inc. All rights reserved. Confidential.!19
Reach incremental viewers throughout the OTT ecosystem
Intercept non-linear viewers before they dive into SVOD content across
the OTT universe
Increase branded integrations beyond TV and OTT video placements
Top 4 Reasons to Leverage The Roku Channel
Drive brand affinity and measure perception with a Survey Insights
Source: Roku Internal Data, 2018