Reach
125M daily active users. Target 100M+ households with Roku data, third-party segments and your own.
CTV creative for Roku.
Roku runs the TV. Upscale makes the ads.
Roku Ads Manager puts your brand in front of 100M+ streaming households, starting at $500. Upscale brings the creative: new concepts and finished ads, ready to upload to Roku.
1 month of free CTV creatives for Roku. Four 30-second ads and four 15-second ads.
Why brands run on Roku
TV, self-serve.
Half of US streaming homes use the Roku OS. Roku Ads Manager lets any brand buy that audience directly, with no long-term commitment.
Shoppable
Action Ads turn the remote into a buy button. Connect Shopify and viewers check out on the TV.
Measured
Go live in minutes with no DSP fees. Measure from reach to ROAS.
Roku customer stories
Brands growing on Roku.
fatty15Upscale customer
120% ROAS, with a cost-per-page-view of $0.41
Ran shoppable Shopify ads on its existing creative. Over 1-in-4 cart adds converted into purchases.
“In our marketing mix, we want activations that are easier to manage because we just don't have the people or the time to waste on cumbersome platforms.”John Gareau, Chief Revenue Officer, Seraphina Therapeutics (fatty15)Read the case study on Roku ↗
Blu Dot
2,308% overall ROAS
Grew from a test to always-on. Invested 10x and lifted purchases from nine a day to 50.
“For CTV campaigns, Roku has been a top performer in driving ROAS.”Claire Folkestad, Paid Media StrategistRead the case study on Roku ↗
LolaVie
53% year-over-year increase in new customers
Its first TV campaign helped drive a 40% lift in sales across LolaVie.com and Ulta Beauty.
“Roku Ads Manager was a key part of our overall marketing mix, helping us connect LolaVie with viewers who ultimately became customers.”Joel Ronkin, CEORead the case study on Roku ↗
Lovevery
170% lift in purchases
A 105% lift in subscriptions and $1.56 back for every dollar spent, in six weeks.
“Roku’s Core 6 Framework helped us easily activate on TV streaming and prove out how streaming can efficiently drive performance.”Alex Ritter, VP, Growth MarketingRead the case study on Roku ↗
Goodlife Clothing
100%+ higher add-to-cart rate than other TV streaming platforms
Moved budget off social, then quadrupled its investment with Roku.
“We’ve seen incredible success with TV streaming and continue to invest with Roku’s ad platform.”Grant Kalfus, Director, Digital AcquisitionRead the case study on Roku ↗
SimpliSafe
37% more efficient cost per lead than its overall streaming CPL
Reached 4.9M Roku households with a 99% video completion rate.
“Roku has been an outstanding partner for SimpliSafe as we pursue our mission to make every home secure.”Courtney Strauss, Manager, Media & Customer AcquisitionRead the case study on Roku ↗
Roku creative specs
Ads made for the remote.
Roku checks every file, then reviews it in 2–3 business days. Action Ads add an overlay that asks viewers to press OK.
The file
- 16:9 only
- 6 to 92 seconds
- MP4 or MOV, AVC or ProRes 422 HQ, 6 Mbps or more
- 23.98, 25 or 29.97 fps, up to 1 GB
Action Ads
- The lower-left overlay area stays clear
- An overlay line of up to 40 characters
- A text message of up to 236 characters
- A call to action early and often
- :30 or longer recommended
Every Upscale ad ships to this spec, with the overlay and text copy written for you.
What Upscale adds
We bring the creatives.
Roku's built-in tools make the ads you have TV-ready. Upscale makes new ones. Creative OS plans what to make. Our Creative Team makes it. You approve every ad before it runs.
- New conceptsFive distinct creative concepts, each built around one reason to buy.
- Finished CTV adsTV-quality 16:9 ads made from your products and existing assets, built to Roku's specs.
- Fresh versionsNew hooks, offers and cutdowns, so every Roku campaign has something new to run.
| Compared | Roku's built-in creative tools | Upscale |
|---|---|---|
| Starting point | Video or social posts you already have | Your products, footage and past ads |
| What you get | Higher resolution and bitrate, or a social post reformatted for TV | Five distinct creative concepts, made into new ads |
| Lengths | Same as the source | 15 and 30 seconds, built for Action Ads |
Built for testing
Roku picks the winner. You supply the creatives.
- Every approved creative runs.Roku shows the one it expects to perform best.
- No limit on creatives.Roku's own advice: test, test, test.
- Eight new creatives a month.Four :30s and four :15s for Roku to choose from.
LolaVie
+40% lift in sales on LolaVie.com and at Ulta Beauty
Its first TV campaign, with a Press OK Action Ad that sent viewers a text to shop.
“Getting our brand on CTV expanded our reach in a meaningful way and helped contribute to our goals of driving traffic to LolaVie.com and increasing sales at Ulta Beauty.”Joel Ronkin, CEORead the case study on Roku ↗
CTV creative by category
See what CTV looks like across brands.
Apparel
Also: Stately · Hollow Socks
Explore the showcase
Home
Also: Canopy · Revival Rugs
Explore the showcase
Beauty
Also: Jones Road Beauty · Pvolve
Explore the showcase
Health
Also: SmileSet · Arrae
Explore the showcase
Food
Also: Gardencup · Once Upon A Farm
Explore the showcase
Food
Also: Momofuku · Once Upon A Farm
Explore the showcaseMade by Upscale
TV-quality creative for different reasons to buy.
See the idea behind each ad.
The creative challenge
One product. More stories worth telling.
A new customer needs an introduction. A careful shopper wants proof. Creative OS finds the stories worth making.
4Customer perspectives
6Creative concepts
2TV durations
48possible creative directionsCreative OS helps you choose what to brief.
Turn any option off. Watch the plan get smaller.
Creative Matrix
Find your next creative direction.
Every ad sits in a square: who it's for and the idea behind it. See what's working, open a square to see why, and turn an empty one into a brief.
Below brandAbove brandOpenBrand: 5.8x across 29 creatives
Persona
Demonstration$6,900 · 4.3x
Product Discovery$4,700 · 7.5x
Problem & PainNo creatives yet
Lifestyle$5,400 · 6.2x
Busy Parent$5,500 · 6.7x
Design Lover$3,900 · 8.7x
Careful Researcher$4,300 · 2.2x
Deal Seeker$2,500 · 4.6x
Gift Giver$800 · 7.9x
1
Scale it11.2x on only 11% of spend. 2 creatives. Make more.
2
Refresh it20% of spend, the largest share, at 1.3x. Same persona, new idea.
3
Fill the gapA whole concept family has no creative. Nothing tested yet.
- Persona
- Design Lover
- Concept family
- Product Discovery
- Showing
- Top creative · 1 of 2
- Status
- Approved
SPEND$1,0806% of brand spend
IMPRESSIONS34,839Last 30 days
CPM$31.00Last 30 days
ROAS11.2xBrand 5.8x
CPA$64.00Brand $123
CPV$1.62Brand $2.55
ROASCPVDay 1 to day 30
Scale it Above brand. Make more creatives like this one.
Pick the square.
No creatives yetGenerate briefs →
Why this square: a persona you can reach, with an idea you haven't tried.
Start from what you know.
CARRIED FROM THE MATRIX
Careful Researcher. Reads every review. Wants proof before buying.
Problem & Pain. Leads with a problem, mistake, warning or objection.
3 videos added
Fall push for the washable line. Answer the fear that it won't hold up to daily family life.
Get the full brief.
- Opening
- The spill everyone's afraid of, in the first 5 seconds.
- Proof
- Pour, wash, dry. One take, no cuts.
- Story
- Fear → product → demonstration → result → brand.
- Format
- 16:9 · 15s and 30s
- Open
Gap found
Relevant persona. No creative.
- 2 briefs
Brief approved
Creative Agent drafts. Your team signs off.
- In production
Ads made
Our Creative Team builds the 16:9 ads.
- 3 approved
You approve
Your team launches on your platform.
- 8.4x$940 · 3 creatives
Results return
The square fills in with real numbers.
Then the Matrix shows you the next square.
Get free CTV creatives →From brief to storyboard
From customer question to finished ad.
Follow one Canopy ad from first scene to final frame.
Canopy · Nursery storyboard
A product story, scene by scene.
Open in a familiar nursery setting. Give the viewer a customer moment they can recognize.
Creative jobIntroduce the customer’s question.
The finished work
Watch the nursery story.
Creative Agent + Creative Team
A clear plan. A team that makes it.
Creative OS plans it. Our editors make it. You approve it.
Find the story.
Map customer questions to concepts. Choose the direction worth developing.
Review the plan.
Align on the proposition, proof, opening, scenes and ending.
OpeningProofNext step
Make the creative.
Turn approved concepts and your assets into new TV ads.
Approve every ad.
Review every detail. Get the final ads.
✓Brand approved
Mission Control
Every brief and every ad, in one place.
See what’s proposed, what’s in production and what’s approved.
Get started
Two ways to start.
Both paths include 1 month of free CTV creatives for Roku: four 30-second ads and four 15-second ads.
Already on Roku
- Create your Upscale account.
- Approve your first creatives.
- Upload them to your Roku Ads Manager creative library.
New to Roku
- Create your Upscale account.
- Apply for matched spend credit.
- Open your Roku Ads Manager account and launch from $500.
FAQ
Questions, answered.
What's in the free month?
Four 30-second ads and four 15-second ads, made by our Creative Team for your Roku campaigns. You approve every ad before it runs.
Do I need a Roku Ads Manager account first?
No. New to Roku Ads? Create your Upscale account, then open your Roku Ads Manager account. Already on Roku? Create your Upscale account and upload the ads we deliver to your creative library.
Who buys the media?
You do, in Roku Ads Manager. Upscale makes the creative. Your account, budget and targeting stay yours.
How much does Roku Ads Manager cost to start?
Roku campaigns start at $500, with no long-term commitment. You set the budget in Roku Ads Manager.
Will the ads pass Roku's review?
We build every ad to Roku's specs: 16:9, 6 to 92 seconds, MP4 or MOV, English audio. Roku reviews new creatives in 2–3 business days.
Will the ads work as Action Ads?
Yes. We keep the lower-left overlay area clear and put the call to action in the ad early and often, so the Press OK overlay has room to work.
Can I use my existing footage?
Yes. Product footage, creator content and past ads are a starting point. We review them against each concept and tell you if anything is missing.
Does Roku have its own offer for new advertisers?
Yes. Roku runs a welcome spend match for first-time Ads Manager advertisers. Check Roku Ads Manager for current terms.