Roku's 2024 NewFront Refrain: Broad Reach, Lead-In, and High Impact

The Big Message: Whatever avenue you choose to run a campaign on Roku, from messages that can be interactive or shoppable to occupying a portion of the home screen or moving screensaver Roku City, you'll get through to the consumers you desire. Chances are you'll get through to that consumer base before they settle in to see their favorite programs through Roku. "We bring the lead-in back to TV," pointed out Roku Media President Charlie Collier. "Television needs a broad-reach platform again and we're it."

Hosts: Collier bookended the presentation at the start and finish, with other Roku executives handling the rest. Rich Eisen, whose popular daily radio program is simulcast on Roku, came on near midway to lead a segment on the smart TV set/device/operating system's sports content.

What Worked: Touching all the key subjects -- what new content, advertising opportunities and artificial intelligence-powered research initiatives are on the way -- in an informative and entertaining manner.

What Also Worked: The emphasis on how content in specific genres get arranged as "All Things" zones so viewers can find what they want to see quickly. The original series in the food and home improvement "All Things" were spotlighted with a mix of video clips and live appearances from hosts or producers.

What Can Work Here: If one of your newest original series just launched to outstanding viewership, let your presentation attendees see some on-stage love beyond a passing sentence or two. In Roku's case, The Spiderwick Chronicles, the family-friendly scripted fantasy drama acquired from Disney+ when that megacontent service dropped it due to parent Walt Disney's $8 billion cost-cutting actions. After a record-setting opening weekend forSpiderwick, and brewing public buzz for a second season, offer a video of scenes from the initial episodes and invite advertisers to join this bandwagon.

Data Points: Roku is available in more than 82 million U.S. households, with 120 million people checking in to watch every day. In one recent month, 120 million people visited the "All Things Food" destination alone.

News: Within the next few weeks, Roku will introduce the placement of video ads on its home screen, giving advertisers and agencies an alternative to fill those home screen spaces with still shots or graphics. Shoppable elements can be incorporated with the video ads. Different interactive and immersive formats can be constructed and tested with viewers through a new "Advertiser Showroom" initiative. In the year ahead, Roku City will launch dynamic video and side-to-side motion graphic options, with DoorDash the first advertiser for the graphic innovation. NBCUniversal will operate "NBC Olympics Zone," giving viewers quicker access to Peacock's upcoming Summer Olympics coverage from Paris. Live events, replays and highlight videos will be arranged by sport on a separate home screen, and an interactive medal count will operate throughout the Olympics. The big original series news: that long-gestating parody of 1950s undercover cop series Tightrope! organized by Breaking Bad star Bryan Cranston, will finally get made. Roku greenlighted six episodes of this venture, with Modern Family co-star Ty Burrell inserted (literally) into the lead role originally played by Mike Conners. Side trivia: A decade ago to the day, Crackle announced plans to show Cranston's Tightrope! rendition at its Upfront event. Somehow the arrangement collapsed. Among the new unscripted/lifestyle series coming this fall or early 2025: What Drives You with John Cena and The Arch Project with Keanu Reeves.

Bonus Points: First, taking the hood off a cutting-edge ad experiment underway. The scenario: a viewer watches Roku City and clicks one of the buildings. A 15-second ad pops up with a tag at the end inviting the viewer to order something through their Roku-provided voice remote. When the ad ends or the order is placed, the home screen comes on. "This could be one of the biggest, highest-impact moments on TV," advised Collier, acknowledging this is in the exploratory stage. "It's a direction we're headed." Second, a post-presentation complete with slider and sushi bars and attendees able to pick and take home flowers from an adjoining hallway.

Parting Words: "We do things powerfully and delightfully with advertisers." -Swela Patel, Roku's Head of Marketing.

"Please hold your lukewarm applause for the end." -Rich Eisen, host of The Rich Eisen Show.

"We're reimagining TV, creating the next-generation network." -Roku Head of Content David Eilenberg.

"Business outcomes will be the metrics by which we're evaluated." -Jay Askinasi, Head of Advertising at Roku.

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