Roku executive says CTV buyers must follow viewers across the entire streaming journey
· 2h ago · Originally reported by Beet.TV
A Roku advertising executive argued that fragmentation in streaming, with audiences spread across dozens of apps and a growing content pool, means a single touchpoint is no longer enough for brands. Buyers, per Benedict, need to plan around the entire streaming journey to influence the full purchase funnel on connected TV.
Why it matters
As people split their viewing time across many streaming apps, advertisers have to rethink where and how often they reach them. This pushes the industry toward cross-app planning and measurement rather than buying one platform in isolation.
Explain it like I’m new here
It's like handing out flyers to someone who keeps moving between different malls — you have to follow them around instead of standing at just one entrance.
Terms in this story
CTV (connected TV)
CTV (connected TV) is any television connected to the internet, such as a smart TV, streaming stick, games console or set-top box, and the advertising shown in streaming apps on it.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
Audience segment
An audience segment is a group of people or devices defined by shared characteristics, such as demographics, interests, purchase behaviour or intent, used to target or measure advertising.
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