Roku and Publicis Media Exchange conducted a study of 652 adults to analyze the performance of social-first creative assets when repurposed for CTV environments. The research suggests that while social-first ads maintain engagement on CTV, they also demonstrate improved brand relevance and reduced viewer annoyance compared to their performance in social media feeds.
This research provides a data-backed justification for brands to migrate short-form social assets to the living room without expensive re-shoots. By demonstrating that the CTV environment mitigates the annoyance tax often associated with aggressive social-first creative, Roku is positioning its home screen and mid-roll inventory as a premium extension of mobile-first campaigns. For the broader ecosystem, this suggests that the context of the big screen can fundamentally alter brand perception even when the creative remains identical. Watch for whether other major platforms like Vizio or Samsung release similar cross-channel performance data to capture shifting social media budgets.
Roku has been building a research portfolio around creative effectiveness on its platform to attract brand budgets shifting from social feeds. In early 2025, Roku published findings showing that CTV ads generated 3x higher purchase intent than social video among Gen Z viewers, a data point that reinforced the company's pitch to agencies that the living-room screen amplifies brand outcomes even when creative assets originate elsewhere. That study, conducted with Magna, focused on attention metrics and completion rates across Roku's home screen and mid-roll placements, establishing a baseline that the new Publicis Media Exchange research extends by isolating the social-to-CTV repurposing variable specifically.
The business stakes for creative repurposing research are rising as CTV ad spend accelerates. Roku reported $1.07 billion in platform revenue for Q2 2025, up 18% year over year, driven by ad-supported streaming growth, which gives the company a direct financial incentive to prove that advertisers can extend social campaigns onto CTV without incremental production costs. Meanwhile, Publicis Groupe announced in July 2025 that it would invest $500 million in AI-powered creative optimization tools across its agency network, signaling that the holding company sees automated asset adaptation as a core service layer. The Roku study positions both companies to capture budgets that currently sit in social media line items but could shift to CTV with minimal creative rework.
Competing CTV platforms and measurement firms are pursuing similar creative-effectiveness research to win agency confidence. Samsung Ads released a 2025 study finding that vertical video creative adapted for its CTV inventory drove 22% higher ad recall than traditional 16:9 spots, directly challenging the assumption that social-native formats feel out of place on television screens. On the measurement side, iSpot.tv expanded its creative analytics suite in March 2025 to include frame-level attention scoring for CTV placements, giving brands a third-party benchmark to validate whether repurposed social assets actually hold viewer attention on the big screen. These parallel efforts suggest that creative repurposing validation is becoming a table-stakes capability for any CTV platform competing for social-originated budgets.
A joint study by Roku and Publicis Media Exchange found that repurposing social-first ad assets for connected TV reduces viewer annoyance and enhances brand relevance. By moving social campaigns to the big screen, brands can improve purchase intent and product sentiment without the need for expensive, platform-specific creative re-shoots.
No, the study found that viewers were actually less likely to label ads as annoying when seen on CTV compared to the same creative in social feeds.
The research indicates that the CTV environment improves purchase intent and product sentiment, with the Roku Home Screen marquee ad specifically increasing the share of viewers who felt products were relevant to them.
The study surveyed 652 adults aged 18 to 50, analyzing campaigns for energy drinks and quick-service restaurants to compare the effectiveness of social-first assets in social feeds versus mid-roll placements on CTV.
Platforms like Roku are proving that advertisers can extend social campaigns to CTV without incremental production costs, helping them capture advertising budgets that are currently allocated to social media.
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