- People's daily routines are changing rapidly as they stay home to help slow the spread of the novel coronavirus.
- Roku is trying to help marketers that are still advertising figure out where they fit into viewers' new routines.
- Roku exec Dan Robbins said advertisers are asking how they can connect their brands to the current change in consumer behaviors, and how they can quickly adapt their existing creative for this moment.
- Roku launched a "Home Together" initiative last week that includes a few new offerings for advertisers, including the ability to "unlock" free content for viewers and add overlays that promote timely messages like home delivery or curbside pickup to existing commercials.
- "Anyone who's still open for business is trying to figure out how to adapt quickly," Robbins said.
- Click here for more BI Prime stories.
People are spending more time streaming video as they stay home to help slow the spread of the novel coronavirus.
While evenings - known as primetime in the US - are still the most watched time of day, Roku said it's also seen huge spikes in streaming in the middle of the day, from noon to 6 p.m.
Daytime viewing has increased more in the past two to three weeks than any other time of day, said Dan Robbins, vice president of ad marketing and partner solutions for Roku.
As the ad market faces pressure from the recent economic downturn, Roku is trying to help marketers that can afford to continue advertising figure out where they fit into viewers' new routines.
People are seeking out different kinds of content than they were before, Robbins said. They're searching on streaming platforms for more news, fitness, educational, lifestyle, kids and family, and food programming.
Robbins said the two biggest questions he's getting from advertisers these days are:
- How can my brand connect with the way consumer routines and behaviors are changing?
- How can I quickly adapt my existing creative for this moment?
Roku launched an initiative on March 26, called "Home Together," to help address these questions.
The effort brings more free news, family, educational, fitness, and other content that people are searching for to the forefront of Roku's platform and The Roku Channel. Roku also got about two dozen subscription services, including Showtime and Hallmark, to extend their free-trial periods to 30 days.
Behind the scenes, Robbins team is also helping brands find ways into that content. It's selling more sponsorships that allow brands to "unlock" free content for viewers or curate programming that viewers may be interested in.
Roku has also rolled out features to help brands adapt their existing creative to the current environment
Advertisers can now add custom overlays to promote home delivery, curbside pickup, mobile ordering, or other timely features onto their existing ads. And the company is in the process of introducing services to help advertisers re-cut their commercials, or turn static social posts into digital-video ads.
"You as a brand may have an ad that was about going to seek the great outdoors, or bringing a beer to a party, but those maybe no longer feel relevant in this moment," Robbins said. "We've launched a few ways to help advertisers quickly tailor their creative."
The pandemic is projected to cost the ad industry nearly $26 billion in revenue, a 10.6% decline, according to MoffettNathanson analyst Michael Nathanson. And it could radically change the advertising industry, as Business Insider reported.
But as of now, Robbins said he's seeing interest in these new ad offerings from a variety of advertisers, such as studios that have moved up home-video or streaming release dates and retailers that are promoting online delivery.
"Anyone who's still open for business is trying to figure out how to adapt quickly," Robbins said.
For more about how the coronavirus pandemic is impacting media, see our coverage on BI Prime:
- Free streaming-TV services like Pluto TV and Xumo see the opportunity to become a daily habit and are fast-tracking channel launches and leaning into news: A recent spike in streaming-video viewership, driven by people who are staying home to help slow the spread of the novel coronavirus, could take these businesses to the next level.
- The key factors analysts are watching at 5 major media companies including Disney and Fox to help determine whether their stock will keep falling or rebound: Combined, Disney, Fox, ViacomCBS, Discovery, and AMC Networks lost $92 billion in market value since the last market high on Feb. 19, largely thanks to Disney.
- Disney has closed its US parks 'until further notice' and risks losing $1.5 billion in revenue per month they are shut, analysts say: Disney is extending "until further notice" its closures of its US theme parks, Disney World and Disneyland, due to the coronavirus pandemic, the company announced on March 27.
- Analysts lay out the financial damage each of Disney's businesses could face, as it closes parks 'until further notice' and delays films: Disney is one of the media companies most exposed the impact of the coronavirus because of its large theme park and theatrical businesses.
- Why analysts say Disney and Discovery are the media giants most threatened by the coronavirus, but Comcast could fare better: Companies that generate significant shares of their revenue from theme parks, films, and advertising are most sensitive to the pandemic, and a potential economic downturn it could ignite.
- Why Netflix's business could take a hit from the coronavirus, despite reports that 'stay at home' stocks could benefit: Much of Netflix's revenue growth is international, including markets like Europe and Asia, which are especially vulnerable to the virus.
- Disney's surprise CEO change makes sense because of the coronavirus' growing impact on its business, according to a Wall Street analyst: The day-to-day pressures of the Disney CEO may mount if the coronavirus continues to spread outside of China, drawing former chief Bob Iger's focus at a crucial creative moment.