Roku Solidifies Its Position as a Leading Advertising-Supported Streaming Platform

The Myers Report

Ad Community Perceptions of Roku Consistently Top-Ranked Across Critical Performance Categories

The Myers Report’s October 2024 survey of advertising professionals provides an in-depth analysis of perceptions surrounding media company value and sales organization performance. Over the next several weeks, The Myers Report will share data on advertising community perceptions of several media companies. Today’s report focuses on Roku, which was evaluated along with 15 streaming services. The full The Myers Report survey assessed perceptions of 50 media companies across several categories. Subscribers to The Myers Report receive proprietary presentations. Below is a comprehensive breakdown of Roku's results, comparative rankings, and performance relative to its competitors across seven performance categories. The Myers Report analyses on additional media companies are available at www.myersreports.com and will be published regularly. The Myers Report survey assessed perceptions of 50 media companies across several categories. Subscribers to The Myers Report receive proprietary presentations. Scroll down for methodology and details.

Introduction to The Myers Report Survey

The 2024 Survey of Advertiser and Agency Planners, Buyers, and Influencers, conducted by The Myers Report, serves as a vital benchmarking tool for evaluating the perceptions of media companies and their sales organizations. This comprehensive survey provides actionable insights into how leading advertising-supported streaming video platforms are performing in delivering value and meeting the needs of their advertising partners.

Purpose of the Survey

The Myers Report survey aims to:

Assess Media Company Value: Evaluate how well media organizations align with advertiser and agency priorities, including cost efficiency, audience targeting, brand safety, and overall value.
Benchmark Sales Organization Performance: Highlight how effectively media companies' sales teams deliver client service, communicate value, and support advertisers' needs.
Inform Strategic Decision-Making: Provide advertisers and agencies with data-driven insights to optimize media planning and buying decisions.
Promote Industry Excellence: Highlight high-performing organizations, setting benchmarks for best practices and excellence in the rapidly evolving advertising landscape.

Roku’s Rankings and Indices Overview

Roku demonstrates exceptional performance among 16 advertising-supported streaming video media organizations, with leading indices in several critical categories. Below is a detailed breakdown of Roku’s results:

Meets or Exceeds Cost Efficiency Goals:
- Index: 134
- Rank: 1st
- Roku excels in cost efficiency, achieving the top spot and outperforming all competitors.
Delivers Large Audience Reach:
- Index: 117
- Rank: 4th
- Roku performs strongly in audience reach, ranking near the top tier, though slightly behind leaders in this category.
Delivers Access to Targeted Audiences:
- Index: 118
- Rank: 4th
- Roku secures a strong position, reflecting its capability to deliver targeted audiences effectively.
Is Brand Safe:
- Index: 107
- Rank: 5th
- Roku’s strong showing in brand safety demonstrates its reliability, though it ranks slightly lower compared to its cost efficiency performance.
Offers Sponsorships and/or Creative Opportunities:
- Index: 120
- Rank: 5th
- Roku is a top contender for sponsorship and creative opportunities, aligning with advertiser interests in innovative offerings.
Effectively Communicates Its Value:
- Index: 127
- Rank: 1st
- Roku leads the competition in effectively communicating its value, showcasing its excellence in articulating its advertising benefits.
Delivers Attentive Sales Organization Support and Service:
- Index: 128
- Rank: 1st
- Roku’s superior sales support solidifies its top-ranking position, highlighting its commitment to client service.
Overall Performance:
- Index: 122
- Rank: 1^st (tie)
- Roku achieves an impressive first place in overall performance (tied with Amazon Prime), reflecting consistent excellence across most categories.

Key Insights and Comparisons

Strengths:
- Roku dominates in cost efficiency, value communication, and sales support, achieving the highest ranks in these categories.
- Its strong performance in audience reach and targeted delivery positions it as a top-tier platform, competitive with other market leaders.
Comparative Strengths:
- Compared to other platforms like Amazon Prime Video and Disney+, Roku leads in cost efficiency and attentive sales support.
- It also surpasses competitors in communicating its value proposition effectively, reflecting strategic alignment with advertiser needs.
Areas for Growth:
- While strong in brand safety and creative opportunities, Roku ranks 5th in both, leaving room for improvement to match its leadership in other categories.
- Closing the gap in audience reach and targeted delivery could further enhance Roku’s competitive edge.

Opportunities for Optimization

Enhancing Brand Safety Leadership:
- Leveraging its existing strengths to achieve a top tier ranking in brand safety would enhance Roku’s trustworthiness for advertisers.
Expanding Creative Offerings:
- Building on its strong showing in sponsorship opportunities could cement Roku as the go-to platform for innovative advertising solutions.
Targeted Audience Precision:
- Investing in advanced data analytics and audience segmentation tools could elevate its rankings in targeted delivery.

Roku’s exceptional performance across the streaming category cements its position as a top advertising-supported streaming video platform. Its first-place rankings in cost efficiency, value communication, and sales support highlight its strengths and appeal to advertisers. By addressing opportunities in brand safety and audience targeting, Roku has the potential to secure the top overall position in future surveys. As it stands, Roku is a standout performer in the competitive streaming video landscape.

Introduction to The Myers Report Survey and Methodology

Purpose of the Survey

The Myers Report survey aims to:

Assess Media Company Value: Evaluate how well media organizations align with advertiser and agency priorities, including cost efficiency, audience targeting, brand safety, and overall value.
Benchmark Sales Organization Performance: Highlight how effectively media companies' sales teams deliver client service, communicate value, and support advertisers' needs.
Inform Strategic Decision-Making: Provide advertisers and agencies with data-driven insights to optimize media planning and buying decisions.

Promote Industry Excellence: Highlight high-performing organizations, setting benchmarks for best practices and excellence in the rapidly evolving advertising landscape.

Survey Scope and Methodology

The Myers Report survey represents input from 550 respondents in October 2024, including advertisers, planners, buyers, and influencers, and was conducted in collaboration with the Association of National Advertisers (ANA), the 4A’s, and leading media agencies. The study focuses on 50 media companies including 13 broadcast and cable media companies, 16 advertising-supported streaming video platforms,seven digital/social platforms, four out-of-home media sellers, and five MVPD distributors. evaluating their performance across seven key categories, including cost efficiency, audience reach, brand safety, and client service.

Role of The Myers Report

For over three decades, The Myers Report has been a trusted source of intelligence for the advertising and media industry, delivering in-depth research and insights. This survey is an extension of that legacy, providing advertisers and media professionals with a clear understanding of competitive performance and opportunities for collaboration and growth.

Through its findings, The Myers Report empowers decision-makers with the knowledge to navigate the dynamic media ecosystem and drive greater value in their partnerships with media companies. For more information contact jack@mediavillage.org.