Roku’s sponsored home screen takeovers reach millions of streamers by leveraging the largest screen in the home to deliver a custom theme promoting a partners’ tentpole. Our channel partners’ themes are automatically pushed to all active Roku devices to transform the home screen experience. The home screen takeover is not a traditional ad; it is a packaged full UI takeover, that includes a wallpaper and a banner ad. In turn, our partners get the opportunity to capture user attention and gain massive reach to millions of Roku users. Any competitor promotions on the Roku home screen are blocked out for the duration of the sponsored theme.
During my time at Roku, I have transformed the art direction of sponsored theme takeovers from traditional-looking ads to cinematic, environmental experiences. Our sponsored theme takeovers have driven millions of new subscribers to partners including Disney+, Paramount+, and ESPN. I developed a creative policy to streamline workflow with partners and ensure that all of our themes meet visual quality standards.
