Roku, the Maker’s Mark team for the new sponsored series

Since its debut earlier this year, Roku’s studio has developed a number of brand-backed creative elements, although Toombs points out that this particular project is of exceptional magnitude and that “not everything will be talk- show of six episodes and 12 guests. . “

Existing partnerships for the Roku Brand Studio rollout include smaller deals with Pringles and Twix, and the weekly entertainment news show “Roku Recommends” which was launched in conjunction with Walmart.

“We believe traditional ads are still an important part of getting our message across, but at the end of the day we can only tell consumers a certain number of times,” says Josh Clark, senior brand manager, Maker’s Mark. He stresses the importance of selecting Randall Park, known for his role on “Fresh Off the Boat,” for the role of host as someone who truly enjoys spirits, keeping the vibe of the show more authentic.

While developing a Sponsored Series with Roku is a unique milestone in the world of branded content, it is a natural progression for Maker’s Mark’s media strategy, which has already appealed to well-known personalities. to advertise on streaming platforms.

Late last year, the bourbon brand teamed up with Hulu – which launched its own branded content studio, Greenhouse, in 2019 – to develop a series of cocktail-making vignettes featuring Andrew. Rea from “Binging With Babish”. This campaign was similarly developed by Starcom USA and linked to several of Hulu’s original titles.

“As consumers become more savvy, they’re not looking to be talked about, they’re looking to be engaged,” adds Clark, who says the new talk show “seems more intentional” than a standard advertisement. of 30 seconds.

For Toombs, who joined the Roku Brand Studio when it launched after nearly a decade at Funny or Die, “The Show Next Door” represents a “win-win” situation for brands: consumers get entertaining content and advertisers have reach that can work. even among the harder-to-reach audiences, such as those who use ad-free, subscription-supported streaming services, he says.

And as audiences continue to “move at a rapid pace from linear television to streaming,” they believe the role and demand for content studios like Roku’s will only increase, not necessarily replacing traditional commercials. , but as a targeted addition to those for unreachable viewers.

In a demonstration of the growing demand for streaming, Roku announced that it had reached its initial deal earlier this week, making deals with the top seven holding companies and bringing in twice as many advertiser engagements in total as the ‘last year.

“In this initial phase, we buy television as we watch it, and as consumers’ viewing behaviors shift from traditional to streaming, we follow the eyes,” said Brad Stockton, senior vice president of video innovation National in the United States at Dentsu.

“Roku’s newly acquired creative assets and studio with the Roku Brand Studio and their first-party deterministic data enable high fidelity for targeting and holistic measurement to understand the impact of this initial process,” he says.

At least 42% of advertisers who signed up for 2022 did not buy Roku last year, the streaming platform confirms.

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