"Allowing for a two-way dialogue with clients allows Roku to "address their business priorities [while] actually in the room," which leads to deeper conversations with marketers about their needs, Lauren Benedict, Roku's VP of global ad sales and partnerships, told AdExchanger."
"This year, our objective is establishing how we can help brands and agencies navigate the challenges that come with media fragmentation. We position ourselves as a full-funnel option for marketers that can drive the business outcomes they're looking for."
"Performance is a top focus for arguably the entire industry - how does Roku approach performance? Performance can mean something different to every brand; to some, that can mean upper-funnel metrics like reach and brand awareness."
Client dinners began with Paramount in 2023 and continued with Roku after Jay Askinasi joined the company’s leadership. Roku hosted multiple client dinners in April with major holding companies and independent agencies, each with about 70 attendees. The dinners create two-way dialogue that lets Roku address client business priorities directly in the room, enabling deeper conversations with marketers. Current priorities include programmatic options, custom brand integrations, and ad performance. Roku’s upfront season priorities center on helping brands and agencies navigate media fragmentation by positioning Roku as a full-funnel option that drives business outcomes. The approach combines goals of client engagement and upfront weeks to support performance measurement across different brand definitions.
#upfront-advertising #client-engagement #programmatic-advertising #brand-integrations #ad-performance
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