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Delta Award Winning Story

Roku

Roku Leverages Insights to Drive Ad Sales and Accelerate Time to Insights

Roku Achieved

Significant ad sales revenue through custom research offering

29% avg. participation rate outperforming internal benchmarks

Increased brand differentiation through national syndication of poll results

Overview

In just over a year, Roku, a leading streaming platform, has launched a curated panel of active users to maintain a continuous pulse on its community and consumer sentiment.

Through their highly-engaged community, Roku Radar, quick pulse surveys provide rapid insights into everything from viewers' ideal holiday to their favorite beverage. Larger, more in-depth surveys dive into viewing preferences and experiences to continuously inform content and product development.

This new approach has led to significantly reduced reliance on costly third-party studies. High response rates allow the research team to provide quick turn, custom advertiser insights for sales and marketing teams, strengthening ad partner relationships.

Program Goals:

Support ad partnership and grow revenue opportunities
Accelerate research turnaround time and reduce costs
Continuously evolve to increase key demographic representation and response rates

Business Opportunity

The Roku Ad Research team knew there was an appetite for faster, customized audience insights to support ad pitches, grow sales revenue, and inform marketing campaigns. In just over a year, the team successfully launched a customer community and created a ROI-driving research engine to support user-based decision making across the organization.

“We had study requests from sales and marketing ready to go from day one. Once the community was set, we hit the ground running.” said Vaneeza Kalsee, Associate Ad Research Manager.

Solution

Roku implemented a robust strategy leveraging a variety of quant and qual methods to support both comprehensive studies and quick surveys for fast feedback.

Larger, more in-depth surveys conducted by the team support broader business goals and get a better understanding of audience trends. These comprehensive surveys cover critical areas like product experience, viewing preferences, creative testing, and competitive analysis. Segmentation and analysis of these studies give sales teams and ad partners the insights they need to improve campaign performance and strengthen client trust.

The team is also very diligent on keeping things fun for community members. Quick pulse surveys on topics like sports, holidays, and topical trends keep things exciting and different for respondents. These targeted 1-3 question surveys gather rapid insights and help to gauge general interest and get a more robust view of specific audiences or personas.

This approach has enabled Roku to very quickly gather diverse and timely customer feedback, directly informing sales opportunities and building strong client-brand relationships.

Results

The insights generated through the Roku Radar community have translated into tangible business outcomes in record time.

Key support for substantial campaign agreement: Research on consumer preferences provided ad partners with compelling data to drive campaign strategy and solidify Roku as a trusted and informed partner in the market.
Accelerated research turnaround time: Quick pulse surveys and rapid response rates have driven faster access to research insights across the business allowing for more agile decision-making. Their average 29% response rate significantly surpassed previous benchmarks with results often available within 24-48 hours.
Increased brand engagement: The team’s fun and engaging approach has paid off through the national media coverage of “Top TV Moms” and “Top TV Dads" projects. Fan feedback led to Morticia Addams (The Addams Family) and Tim Taylor (Home Improvement) to be named Top TV Mom & Dad with results featured on national programming like the Today show. Not only did this showcase the joyful side of the brand, but it reinforced Roku’s positioning and supported their ad sales mission.
Reduced Research Costs: Feedback from the community has reduced the need for expensive third-party research, offering a more cost-effective solution for obtaining critical market intelligence.

Roku's strategic and engaging methods of gathering audience insights has demonstrably impacted their business, supporting substantial ad sales revenue and dramatically decreasing research turnaround time. The ability to gather and act upon customer insights quickly and efficiently has positioned Roku as an insights leader, empowering their teams to make data-driven decisions with their audience always in mind.