Roku is offering advertisers new services to help them revamp, change out or pull their creative, as well as adjustments in pricing, as part of its NewFront pitch. It also says advertisers won’t have to pay for viewers they are already reaching on TV.
These efforts are meant to provide added flexibility and control to advertisers who, individually, face different realities due to the pandemic as they enter the annual upfront ad haggle. It’s also meant to assure brands who might feel uneasy about making upfront commitments at a time of so much uncertainty.
Some brands have had to shutter their stores, while others find their products flying off shelves, says Alison Levin, VP, ad sales and strategy, Roku. “What advertisers are worried about is how do they deliver the right message today, not what was the right message a month ago,” she says.
Levin says Roku has already struck upfront deals with some consumer packaged goods brands and financial services companies, as well as other industries that are experiencing strong consumer demand right now.