Roku Holiday Survey Spurs Major Brand Awareness Ad Campaign
Getting ready to plan for the holidays? Be forewarned that some 32% of consumers plan to purchase big ticket items costing more than $500 this season, and 63% of those are looking at consumer electronics items specifically, according to a recent Harris Poll commissioned by Roku.
Results of the study influenced the about to launch new “Ok, Roku does that,” campaign, which aims to develop long-term brand awareness for the Roku smart TV platform, devices and content ecosystem.
Roku’s goal is to build upon its No. 1 ranked 55 million active accounts ahead of the critical 2021 fourth quarter buying season.
The “Ok, Roku does that,” campaign includes a 60-second ad scheduled to run from October through November. The spot will run against popular sports broadcasts including college football games, Major League Baseball games and the NFL’s Thursday Night Football. It will also appear on popular non-sports programing including Dancing with the Stars, Bachelor in Paradise and The Masked Singer.
The broad media campaign will also engage TV streaming content, traditional pay TV, out-of-home spots such as billboards, and social media marketing in the U.S. and abroad.
In addition to highlighting the simplicity of use and affordability of the Roku experience, the video advertisements will focus on driving awareness for Roku TV models, the company said.
“Roku TV models offer a simplified aesthetic in a home theater as all they require is power and a Wi-Fi connection and they are incredibly easy to set up and use, from the tech savvy to the novice, and continuously improve over time with regular software updates. Features highlighted include private listening, lost remote finder and the vast amount of free content available on The Roku Channel,” the company said.
“Individual spending could hit record levels this holiday season as consumers report significant growth in their holiday spending plans,” said Dan Robbins, Vice President of Ad Marketing and Partner Solutions at Roku in a blog posting on the Roku web site. “As consumers prepare to spend more, they are also changing how they approach gift giving and how media consumption influences their purchasing decisions. Nearly half of holiday shoppers said they shopped for a product after seeing a TV streaming ad. With 1 out of 3 holiday shoppers unreachable on traditional pay TV, marketers need to buy TV advertising where consumers now watch TV to win them over this holiday.”
The survey took place between August 16, 2021 and August 20, 2021 and involved more than 2,000 U.S. adults who said they plan to shop for the holidays. It generated insights into shifting consumer shopping preferences, spending priorities, and media consumption habits, Roku said.
The findings led Roku to forecast consumer spending will increase this year with millennials, who plan to spend the most on themselves ($157) compared to other age groups.
The data also found that men plan to spend nearly twice as much on their spouse/significant other than women do this holiday season ($213 versus $118) and are expected to spend twice as much on items for themselves as women plan to ($120 versus $61).
Among other findings:
- 49% said they have seen an ad on their TV streaming device that caused them to pause what they were watching and shop for the product online, a significant increase from 2020.
- 46% of holiday consumers say they rely on traditional or TV streaming ads for inspiration when shopping for gifts.
- “Always-on” consumers are driving marketers to buy TV advertising where holiday shoppers now watch TV, making streaming a must-have for advertisers this season.
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By Greg Tarr
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