CTV and the next frontier in app growth marketing - Peter Hamilton (Roku)

Apptivate: App Marketing Explained

Could streaming be the next big channel for mobile marketers? Peter Hamilton, Head of Ad Innovation at Roku believes it will be. In this episode, he chats with Taylor about how action ads work on Roku – where viewers can place orders or download an app directly from their TVs. He also discusses their newest product for advertisers called ‘Roku Ads Manager’. Targeting and measurement with CTV just got a whole lot better. Tune in to the episode and find out how.

Questions Peter answered in this episode:

• What does Head of Ad Innovation mean? And what innovations are happening at Roku?
• How do you make the ads relevant to the viewer?
• How do action ads work? And what impact have you seen from allowing viewers to place orders directly from their tv?
• Is there anything besides the action ads that makes streaming such a powerful advertising channel?
• Who is your ideal customer to be using this product?
• What can’t I miss on a weekend trip to Seattle?

Timestamp:

• 1:02 Peter’s background
• 4:35 Solving the ‘discovery’ problem with streaming
• 6:00 Ad innovation at Roku
• 7:25 Targeted capabilities with streaming
• 8:45 Action ads on tv
• 13:00 Roku Ads Manager
• 17:07 Who is Roku Ads Manager for?
• 20:36 Creatives for CTV
• 27:06 A weekend in Seattle

Quotes:

(17:48-18:12) “Whether you’re trying to drive downloads, gameplay or mobile subscriptions, Roku Ads Manager is valuable from a targeting and measurement standpoint. We want to prove the value and ROAS of CTV.”

(20:36-20:40) “CTV is the next frontier for the growth hacker to solve.”

(22:34-22:47) “The number one thing that impacts CTV is your creative. Does it get someone to lean forward and press ‘okay’ on the remote? Does it get them to pull your website up on their phone or download your app?”

Mentioned in this Episode:

• Peter Hamilton’s LinkedIn
• Roku Ads Manager
• Peter Hamilton’s Instagram