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Streaming’s Beachfront Property, The Home Screen, Draws Interest From Advertisers
Streaming services are leveraging their place in the American living room to offer advertisers a piece of their home screen real estate.
At Roku’s NewFronts presentation to advertisers last April, Patel took the stage to tout a new part of the company’s inventory: “marquee ads.” Traditionally a static position, the spots reaching households with roughly 120 million people now will be able to include video. Allison Clarke, head of General Market, National Advertising Sales at Vizio said during the company’s NewFronts presentation that sponsor relationships have become “so much more than just a logo placement – they are opportunities to be integrated into the viewer journey.” The home screen, she told advertisers that the Vizio home screen is “your new distribution vehicle, giving you premium placement alongside Hollywood heavy hitters.” The company, which is in the process of being acquired by Walmart, is also taking advantage of a branded content studio it launched last year. Dallas Lawrence, the company’s chief strategy officer and a former exec at Roku and Samba TV, told Deadline that Telly research attests that consumers have “embraced a dual screen lifestyle when it comes to watching TV.” More than 8 in 10, he noted, “regularly use a mobile device to look up movie reviews, shop for goods or services, order food delivery, check sports scores or the catch up on the latest news while watching TV.” Instead of leaving those interactions on a mobile device sitting on the couch, Telly brings them to “the biggest screen in the home,” Lawrence added.
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