Dig into the secular shift to streaming. Join Jeff Katz, Head of Sales in the Central Region at Roku, as he shares 3 key updates for QSR Marketers from America’s #1 TV Streaming Platform:
- Foursquare QSR Insights
- Roku Platform Updates
- Beta Measurement Opportunity
1) Quick update on Roku and the endemic tie between streaming and food delivery/ We have seen QSR brands increasingly leaning in to Roku
2) Showcase our relationship with Foursquare and how we can match Roku proprietary data to Foursquare location data to discover unique audience insights tied to specific QSR visitors
3) Share a case study from our newest Kochava beta opportunity which allows for better mobile app attribution – determining how your Roku campaign can have an impact on mobile app downloads and activity
Roku is America’s #1 streaming platform, with over half of our audience unreachable on Linear TV
Amid COVID-19, we saw an acceleration in both streaming and food delivery
When asking our Roku streamers about their behaviors, we learned almost 40% are ordering food delivery more than before the pandemic
and nearly 60% would be interested in ordering food delivery directly from their Roku remote – showing that streamers are interested in ordering food while they are binging their favorite shows at home
And what we have seen is that QSR category ad spend on Roku is continuing to climb with a 54% year-over-year growth in Q1 2021 despite COVID-19
But there is still a lot we can learn from physical QSR location traffic. We have a great relationship with Foursquare (one of our many measurement program partners) which is the leading provider of location insights.
Our relationship allows us to match our unique Roku first party proprietary data tied deterministically to each of our 53.6M active accounts (which is an estimated 155M streamers) and match this back to Foursquare’s location data to discover more about QSR audiences
https://advertising.roku.com/blog/news-events/roku-expands-measurement-partnership-program
Here are some sample insights that we pulled for a leading QSR brand as an example
In this Roku / Foursquare data matching process - we discovered nearly half of the brand’s visitors watched AVOD channels on Roku, and half did not see a brand’s ad on Linear TV - showing that QSR visitors can be reached via Roku
And our findings also helped us learn more about their content affinities. For example, action sports and romantic comedy stuck out as genres that this brand’s QSR visitors have affinity towards
Our new Kochava measurement beta gives QSR brands the opportunity to determine mobile app lift directly attributed to their Roku campaign.
Last year, a QSR brand ran this beta with us and what we discovered is that incredible results that prove Roku can help drive lower funnel actions
Findings showed nearly a 50% lift in mobile app installs, for a total of over 3,000 incremental installs
And a 35% lift in purchase events on the app for those who already had it installed
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Kochava Overview
Quantify the incremental impact on mobile app downloads and usage attributed to the Roku ad campaign.
How
Leveraging existing client integrations with Kochava’s advanced mobile app SDK, Kochava can match Roku ad exposure to mobile app actions, such as new downloads and purchases.
What
Kochava’s SDK consolidates cross-device and omni-channel data allowing for robust attribution and measurement across screens.
Why
Roku drives users down the consideration funnel with the combined power of the TV experience and precise targeting of digital.
There are 3 main advantages to advertising with Roku – 1. Our uncontested scale, 2. The ability to control campaigns with data-driven performance, and 3. The ability to measure audiences and outcomes.
Scale: Roku active accounts surpassed total subscriptions of the top cable companies combined and has more ad-supported streaming hours than any other streaming platform. Our scale, combined with our direct audience relationships, enables us to more accurately engage hard to reach audiences, such as cord-cutters, heavy SVOD viewers, and sports viewers, to deliver incremental reach above linear TV.
Control: Roku works with you the way you want. Whether it’s as a platform (OneView) or via direct/IO. Or whether it’s data-driven performance for brands. We help you achieve your goals whatever they are.
Measurement: Take the guessing out of your campaign performance and prove your advertising drives outcomes. Brands can be confident their media dollars will work harder on Roku than on linear by reaching incremental audiences, achieving greater ad resonance, and driving measurable actions with streamers.