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Roku City Is Paved With Gold
Plus, Meta has been watching you
Welcome to The TV Room. Your weekly digest of television, streaming, and digital media insights that matter.
This week we're covering:
👑 Roku Takes The TV Ad Crown
🇺🇸 Presidential Campaign Ads Hit $500 Million
🎥 Creative Spotlight: Campbell - “Spicy & Bold”
🤥 Meta Admits to Years of Data Scraping
Roku poised to lead $13.5B connected TV ad market by 2029
The connected TV (CTV) advertising landscape is undergoing a seismic shift, with Roku emerging as the undisputed leader. New research from Omdia paints a picture of explosive growth in this space, with some surprising strategies from key players.
Roku is projected to generate a whopping $5 billion in CTV ad revenue by 2029, capitalizing on its 20% market share of US TV sets. This includes revenue from:
Free Ad-Supported Streaming TV (FAST)
CTV user interface ads
Third-party inventory shares
The overall CTV ad market is set to double, growing from $6.65 billion in 2024 to $13.5 billion by 2029. Roku's slice of that pie is expected to grow from $2.8 billion in 2024 to $5.1 billion by 2029.
Samsung isn't far behind, with projections showing its CTV ad revenue more than doubling from $1.35 billion in 2024 to $3 billion by 2029. The company's global reach helps it maintain strong competition with Roku.
"Roku's success is driven by its position as the largest platform in the top advertising market, while Samsung maintains strong competition through its broad international reach"
Interestingly, some manufacturers are now willing to take losses on hardware sales to accelerate the more lucrative platform revenue streams. This strategy shift shows the growing importance of ad revenue in the CTV ecosystem.
The recent acquisition of Vizio by Walmart adds another layer of intrigue, as the retail giant looks to explore new avenues like retail media and shoppable TV in the US market.
As the CTV advertising landscape evolves, major players are positioning themselves to capitalize on this explosive growth.
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TV Industry Updates
Swift ratings boost: The VMAs hit a four-year high with 4 million viewers, an 8% year-over-year increase.
Junk food ad ban: The UK government confirmed a ban on junk food TV adverts before 9pm will come into force on 1 October 2025, aimed at tackling childhood obesity.
Shoppable expansion: Amazon kicks off Thursday Night Football’s third season with new ad tech and expanded shoppable ads.
Amazon Channels dominate: 56% of niche app signups come from Amazon Channels, with nearly a third of SVOD users subscribing to at least one.
Ad spending surge: Presidential campaigns plan to spend over $500 million on TV and radio ads in the final seven weeks.
Paramount layoffs: Paramount Global's advertising group conducted layoffs as part of the media conglomerate's efforts to slash $500 million in annual costs ahead of its merger with Skydance Media.
Stay up to date on the latest in TV advertising by joining our Slack community!
Creative Spotlight: Campbell - “Spicy & Bold”
Campbell's Chunky Soup used NFL star power and humor to promote their Spicy soup line in a playful 15-second spot.
The Details:
Former Eagles center Jason Kelce channeled Barry White’s smooth voice to promote Chunky’s Spicy soup.
The ad teased an old-school landline, possibly hinting at a 1-855-HOT-SOUP number.
Continuing Campbell’s tradition of partnering with NFL players, the spot embraced humor, likely using puns to engage viewers.
What We Loved: The ad’s mix of sports celebrity, nostalgia, and interactive marketing delivered a memorable, engaging experience beyond a typical product showcase.
Marketing Mix
Surprise your audience: Creators boost engagement with surprises, like Nikocado Avocado’s weight loss reveal and viral Guardians’ Taylor Swift tweets.
B2B revolution: B2B is surging, with cloud computing and enterprise tech hitting a $791 billion market, outpacing B2C.
Privacy upgrade: Google Ads announced a new feature called confidential matching, using a Trusted Execution Environment (TEE) to enhance security for advertisers' first-party data.
Meta's data scraping: Meta admitted to scraping public Facebook and Instagram posts since 2007 for AI.
AI-powered targeting: Marketers increasingly rely on AI for improved targeting and measurement as cookies fade.
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