Roku’s Sponsored Home Screen Takeovers use the largest screen in the home to deliver a custom themed experience for a partner’s tentpole title, reaching as much as 91% of the Roku audience over a single 12-hour flight. Once a partner’s theme goes live, it’s pushed automatically to every active Roku device â replacing the standard home screen with a full UI takeover that pairs a custom wallpaper with a Marquee ad, while competitor promotions are blocked out for the duration. It’s a premium, unmissable placement that plays less like a traditional ad and more like a branded environmental takeover of the living room.
As Sr. Visual Designer, Content at Roku, I led the evolution of sponsored theme art direction to cinematic, environmental experiences built around the tone and world of each partner’s title. Takeovers I’ve art directed have delivered measurable results for partners including Disney+, Paramount+, and ESPN â driving millions of new subscribers, with individual campaigns reaching tens of millions of accounts, generating roughly 500Kâ650K clicks per takeover, and lifting incremental sign-ups by as much as 63% in a single execution. I also developed the creative policy that standardizes workflow across partner teams and sets the visual quality bar every theme is held to.
