Roku Advertising: How does it work? [including examples]

Are you wondering how brands are reaching millions on Roku? 

Roku Advertising is quickly becoming one of the most effective ways to get your message in front of a large, highly engaged streaming audience.

If you're a marketer, business owner, or advertising agency, this blog is your shortcut to understanding how it works and why it matters.

Here’s what you’ll learn:

Plus, I’ll show you how platforms like Vibe.co make it easier to launch and scale Roku campaigns without getting lost in tech or setup.

Let’s break it down and see how Roku ads can seriously boost your brand’s reach.

What is Roku Advertising?

Roku Advertising is a way for businesses to show ads to people who are watching content on Roku. 

Roku is a platform where people stream their favorite shows, movies, and videos.

Advertisers can use this platform to display ads before, during, or after the content that viewers are watching.

These ads can appear on different types of content like free channels, paid services (like Netflix or Hulu), and even Roku’s own channel. 

The goal of Roku Advertising is to reach people while they are already enjoying their shows, increasing the chance that they’ll notice the ad.

In simple terms, Roku Advertising helps businesses reach viewers with targeted ads on the streaming platform where people are spending their time.

Types of Ads on Roku

Roku gives you different types of ads to help you reach people while they’re watching or browsing on their TVs. 

Each type is shown in a different way, depending on how the viewer is using Roku.

Let’s go through them one by one:

1. Video Ads

These are full-screen ads that play during TV shows, movies, or any other video content on Roku. They are short, and viewers can’t skip them.

2. Display Ads

These ads don’t interrupt the content. Instead, they appear on Roku’s home screen or menus while people are browsing.

3. Action Ads

These are ads that ask viewers to do something right away, using their remote control. They are made for people to take quick actions while watching.

4. Companion Ads

These are small ads that appear next to a video ad. While the video ad plays, a banner stays on the side or bottom of the screen. 

It might stay even after the main ad ends. These are useful if you want viewers to remember your brand.

5. Spotlight Ads

These ads show up right when someone turns on their Roku device.

They appear in a large space and grab attention before viewers start browsing. It’s one of the first things people see when they turn on Roku.

How Does Roku Advertising Work?

Roku Advertising helps you show ads to people while they’re watching content on their Roku devices. 

It works by letting you choose the type of ad, pick your target audience, and then run the campaign through Roku’s tools or other approved platforms.

Here’s how it works, step by step:

Step 1. You Choose How to Run Your Ads

There are two main ways to launch your campaign on Roku:

You choose your ad type, select your audience, set your budget, and track results — all in one place.

For example, you can use Vibe.co, a platform that helps you launch Roku ads alongside ads on other streaming services. 

It allows you to manage everything in one dashboard and use automated bidding to get the best placements.

Step 2. You Select Your Target Audience

Roku lets you choose who sees your ads. You don’t have to show your ad to everyone — only the people most likely to care. Targeting options include:

This makes sure your ads are shown to the right people at the right time.

3. Roku Delivers Your Ads While People Stream

Once your campaign is ready, Roku delivers the ads to viewers through two main placements:

The whole system is designed to fit smoothly into the viewing experience — your ad gets noticed without bothering the viewer.

Examples of Successful Roku Advertising Campaigns

After understanding how Roku Advertising works, it's helpful to see how real businesses are using it to grow. 

Below are examples of actual brands that used Roku Ads Manager — Roku’s self-serve ad platform — to run campaigns and see results.

1. SheaMoisture: Supporting Black Entrepreneurs Through Content

SheaMoisture partnered with Roku to promote its "Next Black Millionaires" docuseries, a content-first campaign that celebrated and supported Black business owners.

The content ran on The Roku Channel and was paired with premium ad placements.

Results achieved:

2. e.l.f. Beauty: Turning Viewers into Shoppers on the Roku Home Screen

e.l.f. Beauty used a high-impact Home Screen activation during the Big Game.

The ad included an interactive element that allowed Roku users to engage with e.l.f.’s product offering without leaving the platform.

Results achieved:

3. Neutrogena: Extending Reach with Branded Roku Screensavers

Neutrogena moved beyond traditional video ads by running branded Roku City screensavers.

This placement allowed them to stay visible on-screen even when viewers were not actively watching content.

Results achieved:

4. Toyota SoCal: Launching the Mirai with Connected TV + Brand Lift

The Southern California Toyota Dealers Association partnered with Roku to launch the Mirai, a hydrogen-powered car.

The campaign used Roku’s measurement tools to track awareness and consideration among viewers.

Results achieved:

These real campaigns show how brands across different industries — from beauty to automotive to personal care — are using Roku’s ad platform to reach their goals. 

Whether you want to drive store visits, website traffic, or sign-ups, these examples prove that Roku’s ad platform can work across many business types.

Pros of Roku Advertising

Many users and advertisers have shared their thoughts on Roku across various communities.

Here are some of the things people genuinely like about advertising or promoting on Roku:

Cons of Roku Advertising

While many users enjoy Roku’s ad experience, some have pointed out areas where it can feel frustrating. Here are a few cons of Roku advertising:

Best Businesses for Roku Ads

If you're wondering “Will Roku ads actually work for my business?” — you're not alone. Not every brand belongs on a streaming platform. 

But for the right ones, Roku can be a really effective (and surprisingly affordable) way to get in front of the right people.

Here’s a quick breakdown of business types that actually benefit from Roku ads.

Industries That Benefit the Most from Roku Advertising

If your product or service looks good on a screen and your audience is spending time on streaming platforms, Roku is worth testing. 

But if you're in a niche B2B space or need super-specific targeting, it might not be your first choice.

How to Advertise on Roku

You don’t need to be a big brand or an agency to start running ads on Roku. 

If you know your audience and have a clear goal (like getting more visits, installs, or sales), Roku makes it easy to launch a campaign — especially with the self-serve Ads Manager.

Here’s a step-by-step breakdown to help you get started without confusion:

That’s it, there’s no need for long contracts or complicated setup. You can go from zero to live in under an hour.

And if you want to run Roku ads alongside campaigns on other streaming platforms — tools like Vibe.co can help you manage everything in one place.

It is super useful if you’re testing multiple CTV channels at once.

Conclusion

Roku Advertising is a solid option for brands that want to reach streaming audiences without the high cost of traditional TV. 

It’s easy to set up, flexible with targeting, and accessible even for small businesses.

Here’s a quick recap:

If your customers are spending time on connected TVs, Roku is definitely worth trying.

And if you want to manage Roku ads along with other streaming platforms, Vibe.co lets you launch and track campaigns across 500+ streaming apps and channels — including Roku — from one dashboard.

It’s an easier way to scale without switching between tools.

Try Vibe.co now and simplify your entire streaming ad strategy.

FAQs about Roku Advertising

1. Can small businesses advertise on Roku?
Yes, small businesses can advertise on Roku using the Roku Ads Manager. It’s designed to be easy to use, even without any prior ad experience. You just need a video ad, a clear goal, and a budget that fits your business.

2. What types of ads can I run on Roku?
Roku supports several ad formats including video ads, interactive ads, home screen banners, and branded content like Roku City takeovers. Each format serves a different purpose depending on whether you want visibility, clicks, or viewer engagement.

3. Who can I target with Roku ads?
You can target viewers based on their ZIP code, age, gender, household income, interests, and viewing behavior. This helps you show your ad to the people most likely to care about your product or service.

4. Can I measure the performance of my Roku ad campaign?
Yes, Roku provides built-in analytics that show impressions, reach, frequency, and engagement. You can also track how many people visited your site or took action after seeing the ad.

5. How long does it take to set up a Roku ad campaign?
You can launch a basic campaign within a few hours. Once you upload your video and set your targeting, Roku Ads Manager guides you through the rest. It's straightforward and doesn’t require technical skills.