CTV Platforms Introduce Non-Traditional Ad Formats: Roku, Samsung, Vizio Lead

This year's NewFronts saw the introduction of several non-traditional streaming ad formats, including CTV platforms' home screen placements. Companies like Roku, Samsung, and Vizio showcased new ad options that deviate from the standard 15- and 30-second interstitials. Roku and Vizio are adding video ads to their home screens, while Samsung is rolling out an interactive ad format to replace traditional interstitial ad breaks. Additionally, Roku has begun testing a home-screen ad format that serves a video ad after viewers click from the Roku City screensaver.

Roku's new home-screen ad format, which began testing on May 1, operates by serving a video ad to viewers after they click away from the Roku City screensaver and before they return to the platform's home screen. This ad format is designed to reach audiences before they watch anything on the platform, acting as a lead-in for advertisers. Roku aims to use this format sparingly, connecting it to major events and maintaining scarcity to avoid overburdening viewers.

CTV platforms such as Samsung and Vizio are taking a restrained approach to home-screen advertising to ensure a positive user experience and maintain exclusivity. For instance, Samsung is reserving more immersive home-screen experiences for endemic advertisers (those promoting streaming apps or programming on the platform), while allowing non-endemic advertisers to use lower-corner tile ads. Vizio is similarly selective, reserving its Vizio Recommends home-screen ad format for entertainment, quick-service restaurant, and food delivery advertisers. Both companies are cautious about the types of advertising experiences they allow on the home screen to avoid turning off audiences.