Michelin’s Roku Home Screen sponsorship drove 17% brand lift
Michelin partnered with Roku for a Home Screen sponsorship campaign to increase brand awareness and consideration via CTV advertising. The campaign resulted in a 17% brand lift and a 15% increase in consideration among target audiences. This initiative demonstrates the effectiveness of Roku's advertising platform for brands seeking to reach streamers.
Key Takeaways
- Michelin partnered with Roku on a Home Screen sponsorship campaign for CTV advertising.
- The placement appeared on Roku’s home screen as soon as users turned on their devices.
- The campaign delivered a 17% brand lift for Michelin.
- Consideration rose 15% among the target audience.
- Roku says the campaign reached hard-to-find audiences.
Why It Matters
Michelin’s results show that Roku’s Home Screen Ads can deliver measurable upper-funnel outcomes, not just impressions. The campaign paired a prominent device-entry placement with CTV targeting and produced both 17% brand lift and 15% higher consideration. For the streaming ad stack, that is a concrete example of premium home-screen inventory being used for awareness campaigns. The key signal to watch next is whether Roku can replicate similar lift and consideration results across other brands using the same Home Screen sponsorship format.
Read full article at advertising.roku.com
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