Hub Research: Consumers Prefer Targeted Ads

Consumers who thought they saw ads customized to their interests or search history were more likely to be satisfied with their overall viewing experience, according to a study from Hub Research.

Meanwhile, consumers were least satisfied with the same ad run multiple times during a show, according to the study.

The data, collected in June 2021, comes from the first wave of Hub’s “TV Advertising: Fact vs. Fiction” study, conducted among 3,000 U.S. consumers age 14-74 who watch at least one hour of TV per week.

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“There is still a lot of work to be done on ad targeting and customization in the TV space, particularly with streamers, but the common trope that ‘consumers don’t like ads’ is not correct,” Jon Giegengack, Hub founder and principal, said in a statement.

Roku Expands TV Marketing Campaign to Canada

Roku Oct. 5 unveiled its “OK, Roku does that” TV streaming marketing campaign in Canada building on the momentum of new product launches as the streaming media pioneer enters the winter holiday season. The objective of the campaign is to create long term brand awareness for Roku and future streamers as consumers begin to think about holiday spending.

With nearly half (46%) of Canadian TV streamers signing up for new streaming services in the past 12 months, the “OK, Roku does that” campaign highlights the TV streaming platform for the innovation and ease of use in a broad campaign across TV streaming, traditional pay TV, out-of-home, and social media.

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The Roku State of Canadian Streaming survey found that half of Canadian streamers reported using three or more streaming services, a 6% increase year-over-year.

The hero of the 60-second spot looks back in time, over the course of history to see how seemingly simple innovations have transformed the world and how people navigate it. The launch commercial moves through a short history of transformative innovations; culminating in the decade of streaming.

“We are witnessing a fundamental change in how consumers engage with content and entertainment, and that shift has been led in large part by Roku,” Ellie Bamford, SVP, global head of media and connections at R/GA, Roku’s ad partner for the campaign, said in a statement. “In this campaign we wanted to create an emotional connection that highlights the innovation and leadership Roku has provided in streaming. We believe we’ve achieved that with our great partners at Roku in an opportunity within one of the hottest industries.”

Additional video ads are focused on driving awareness for Roku TVs, and will play on the same “OK, Roku does that” theme and be on display in major cities around Canada, including Toronto, Vancouver and Montreal. Roku will also use its “OneView” ad-buying platform built for TV streaming, to manage the digital portion of the campaign across desktop, mobile, and TV streaming.

Vizio Appoints Former AMC Networks, Dish Exec VP of Network Partnerships

Consumer electronics company Vizio has appointed former AMC Networks and Dish executive Adam Gaynor VP of network partnerships.

In this role, Gaynor will help build direct relationships with networks across Vizio’s SmartCast platform and its advertiser-direct business unit Vizio Ads.

“Adam’s addition to the team represents Vizio’s continued focus and investment in driving the future of TV,” Mike O’Donnell, chief revenue officer at Vizio, said in a statement. “Not only does Adam have extensive experience working with networks, but he has been at the forefront of championing addressable advertising, going back to his previous efforts driving live linear addressable advertising at AMC Networks and Dish.”

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In addition to spearheading network relationships, Gaynor will be heavily involved in advancing Project Open Addressable Ready (Project OAR), a technology consortium led by Vizio and created to advance the development and deployment of a new, open standard for addressable advertising on connected TVs. The consortium recently announced live market trials with network partners such as Fox, ViacomCBS, NBCUniversal, E.W. Scripps and AMC Networks.

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“Vizio is building the next generation of home entertainment, powered by data and personalized consumer experiences,” Gaynor said in a statement. “I’m excited to join the team to advance VIZIO’s initiatives on the network and addressable front, enabling advertisers to deliver more precise messages to their intended audiences at the right time.”

Before joining Vizio, Gaynor was most recently VP of AMCN Agility, the data solutions sales team for AMC Networks. There, he created and oversaw the development and monetization of all advanced and data-driven TV advertising opportunities across the AMC Networks portfolio. He also served as VP, media sales and analytics for Dish Network, where he led the company’s media sales division, inclusive of all addressable, interactive, programmatic and OTT initiatives. Gaynor also held posts at Game Show Network, Comcast and CBS.

Hulu Launches Ad-Assist Program for Small- and Medium-Sized Businesses

Hulu has launched the Creative Partner Program to assist small- and medium-sized businesses in creating advertising on the service.

The program offers access to “creative partners who are specially trained in Hulu best practices, and have expertise creating unique, non-templated ads for smaller businesses at all stages of the advertising creative process,” according to Faye Trapani, director of self-service platform sales.

The Creative Partner Program currently consists of four partners: GeneroShuttlerockQuickFrame and VidMob.

The service helps smaller businesses to design a program “whether an advertiser is repurposing an existing video for streaming TV or ‘baking from scratch,’” according to Trapani.

The Creative Partner Program offers a range of production options and price points.

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