Roku’s Jake Piasecki: CTV Home Screen Ads Satisfy Both Performance And Branding Objectives
CANNES, France — The battle for the connected TV home screen is on. Recent research by Roku and Omnicom is showing why, as advertisers look to satisfy the twin goals of performance and branding.
“What we found is giant — up and to the right is basically what we’re seeing in terms of brand lift, brand favorability. And then we saw a 40% decrease in a cost per action, which I think is really powerful as we start to think about not just broad reach opportunity, but how then we combine that to outcomes,” Jake Piasecki, co-head of Enterprise Ad Sales at Roku, told Beet.TV contributor David Kaplan at Cannes Lions.
This combination of scale and deterministic data from 100 million fully authenticated accounts positions Roku’s dual-asset approach as a performance channel rather than a traditional awareness-only television medium.
Deterministic data as differentiator
Roku’s competitive foundation rests on fully authenticated logged-in audience data rather than IP addresses or cookies, enabling precise audience targeting at scale across the number one CTV operating system in North America.
“The deterministic, fully 100% authenticated audience is the bedrock of everything that we do. It’s scaled data, it’s deterministic data that becomes very powerful when you start to combine targeting, home screen sponsorship and that type of thing,” Piasecki said.
This data infrastructure connects to an interoperable ad tech ecosystem spanning measurement vendors, DSPs, and agency holdco data spines through clean room partnerships that enable both targeting precision and backend measurement.
Home screen allows targeted reach
As streaming fragmentation creates content discovery challenges, viewers spend significant time navigating Roku’s home screen interface — creating daily high-reach, high-attention ad opportunities that complement video campaign targeting.
“125 million people come through our front door every single day. That’s Super Bowl size reach literally every day,” Piasecki said. “What’s powerful about browsing is that navigating around our user interface, there’s ad opportunity there. It’s giant reach, but it’s also targeted reach, which becomes super valuable when marketers are trying to reach Gen Z in a more meaningful way.”
Clickable home screen ad units drive viewers directly into brand experiences or content sponsorship zones including food and NFL categories.
All TV will be streamed
Streaming viewership has eclipsed linear audiences, with Gen Z’s early adoption giving way to broader generational uptake including growing Gen X and Boomer audiences on the platform.
“We believe that all TV will be streamed eventually. We’re eclipsing what linear ratings look like in linear viewership. There’s now more people streaming than watching linear,” Piasecki said.
This trajectory strengthens the case for CTV as a primary rather than supplementary media investment for brands still skeptical about streaming’s performance capabilities.
Results supplant reach and frequency
Media planning evolution from reach and frequency toward outcome optimization requires front-end audience precision combined with third-party measurement validation that demonstrates actual business impact rather than delivery metrics.
“If you target better on the front end and then leverage really great third party measurement vendors on the back end, you can measure correctly, optimize appropriately, and that becomes a really powerful tool,” Piasecki said.
Roku Ads Manager extends this performance orientation to small and medium businesses while blue chip advertisers pursue deeper outcome measurement integration through agency data spine connections and clean room development.
“It is about reach, but then you get into attention and then you want to get into performance. What we’ve seen with the power couple research that we did with Omnicom, we’re seeing this 40% decrease in cost per action, which is an incredible starting point and will only get stronger as we move forward,” Piasecki said.
You’re watching Beet Talks at Cannes Lions 2026, presented by Roku. For more videos from this series, please visit this page. You can find all of our coverage from Cannes Lions 2026 here.
CANNES, France — The battle for the connected TV home screen is on. Recent research by Roku and Omnicom is showing why, as advertisers look to satisfy the twin goals of performance and branding.
“What we found is giant — up and to the right is basically what we’re seeing in terms of brand lift, brand favorability. And then we saw a 40% decrease in a cost per action, which I think is really powerful as we start to think about not just broad reach opportunity, but how then we combine that to outcomes,” Jake Piasecki, co-head of Enterprise Ad Sales at Roku, told Beet.TV contributor David Kaplan at Cannes Lions.
This combination of scale and deterministic data from 100 million fully authenticated accounts positions Roku’s dual-asset approach as a performance channel rather than a traditional awareness-only television medium.
Deterministic data as differentiator
Roku’s competitive foundation rests on fully authenticated logged-in audience data rather than IP addresses or cookies, enabling precise audience targeting at scale across the number one CTV operating system in North America.
“The deterministic, fully 100% authenticated audience is the bedrock of everything that we do. It’s scaled data, it’s deterministic data that becomes very powerful when you start to combine targeting, home screen sponsorship and that type of thing,” Piasecki said.
This data infrastructure connects to an interoperable ad tech ecosystem spanning measurement vendors, DSPs, and agency holdco data spines through clean room partnerships that enable both targeting precision and backend measurement.
Home screen allows targeted reach
As streaming fragmentation creates content discovery challenges, viewers spend significant time navigating Roku’s home screen interface — creating daily high-reach, high-attention ad opportunities that complement video campaign targeting.
“125 million people come through our front door every single day. That’s Super Bowl size reach literally every day,” Piasecki said. “What’s powerful about browsing is that navigating around our user interface, there’s ad opportunity there. It’s giant reach, but it’s also targeted reach, which becomes super valuable when marketers are trying to reach Gen Z in a more meaningful way.”
Clickable home screen ad units drive viewers directly into brand experiences or content sponsorship zones including food and NFL categories.
All TV will be streamed
Streaming viewership has eclipsed linear audiences, with Gen Z’s early adoption giving way to broader generational uptake including growing Gen X and Boomer audiences on the platform.
“We believe that all TV will be streamed eventually. We’re eclipsing what linear ratings look like in linear viewership. There’s now more people streaming than watching linear,” Piasecki said.
This trajectory strengthens the case for CTV as a primary rather than supplementary media investment for brands still skeptical about streaming’s performance capabilities.
Results supplant reach and frequency
Media planning evolution from reach and frequency toward outcome optimization requires front-end audience precision combined with third-party measurement validation that demonstrates actual business impact rather than delivery metrics.
“If you target better on the front end and then leverage really great third party measurement vendors on the back end, you can measure correctly, optimize appropriately, and that becomes a really powerful tool,” Piasecki said.
Roku Ads Manager extends this performance orientation to small and medium businesses while blue chip advertisers pursue deeper outcome measurement integration through agency data spine connections and clean room development.
“It is about reach, but then you get into attention and then you want to get into performance. What we’ve seen with the power couple research that we did with Omnicom, we’re seeing this 40% decrease in cost per action, which is an incredible starting point and will only get stronger as we move forward,” Piasecki said.
You’re watching Beet Talks at Cannes Lions 2026, presented by Roku. For more videos from this series, please visit this page. You can find all of our coverage from Cannes Lions 2026 here.
