Advertise on Roku
Roku is the largest CTV platform in the US by streaming hours. Reach 80M+ households through The Roku Channel, FAST apps, and premium publisher inventory with VAST 4.2 and programmatic buying.
Avg CPM range
$18–$45 CPM (programmatic open auction)
Audience reach
80M+ US households (Roku platform data, 2025)
Ad formats
4 supported
Ad formats
- In-stream video (15s, 30s, 60s)
- Interactive video overlays
- Pause ads (select inventory)
- FAST channel mid-roll
Targeting options
- Genre & content category
- Geo / DMA
- Household segments
- Daypart
- Platform (Roku device vs Roku TV OS)
How to get started
- 1Create an LtvAdx advertiser account and upload VAST 4.2 creatives (H.264, closed captions recommended).
- 2Select Roku-eligible inventory packages or connect via OpenRTB with app bundle targeting.
- 3Set CPM bids, frequency caps, and brand safety categories aligned to Roku content policies.
- 4Launch and monitor VCR, reach, and frequency in real-time reporting.
Advertising on Roku: what you need to know
Roku holds the largest share of CTV streaming hours in the United States — a position built on device ubiquity, The Roku Channel's FAST library, and a hardware ecosystem spanning smart TVs, streaming sticks, and set-top boxes. For advertisers, this reach means broad household penetration with an audience that skews slightly older (35–65 demographic range) than mobile-first platforms, spending more time per day on the TV screen than any comparable CTV device.
Ad completion rates on Roku inventory consistently benchmark above 95% for 15-second spots and around 93–95% for 30-second spots, driven by Roku's non-skippable ad pod enforcement across The Roku Channel and partner apps. FAST channel inventory within The Roku Channel (The Roku Channel-branded content) typically sees the highest completion rates; third-party FAST apps distributed on Roku see slightly lower rates depending on content category, with sports and news running lower completion due to appointment viewing behavior.
Roku uses its own household identity signal (Roku ID for Advertising, or RIDA) for frequency management. RIDA is device-scoped but Roku's platform aggregates across devices in the same household through its account login model. LtvAdx's HouseholdID graph can ingest RIDA-passed identifiers from the bid request to apply cross-device frequency caps, preventing over-exposure when a household has multiple Roku devices active. RIDA is persistent by default but can be reset by the user — typically less than 2% of households do so annually.
Creative requirements on Roku are enforced at the platform level before any impression can serve. Video must be H.264 encoded, maximum 30 Mbps bitrate, 1080p or 4K resolution, with closed captions required for accessibility compliance. Audio must maintain consistent loudness levels per CALM Act standards — ads louder than the surrounding content will be rejected during creative review. VAST 4.2 is supported and preferred over earlier versions for accurate tracking event reporting in SSAI-stitched pods.
Brand safety on Roku operates through content categorization at the app and channel level. LtvAdx passes content category signals in the OpenRTB bid request (IAB categories, app bundle) so advertisers can apply contextual blocking. Roku does not allow alcohol, tobacco, or firearms advertising on The Roku Channel inventory regardless of targeting parameters. Third-party FAST apps on Roku may have different content adjacency profiles — use the app bundle ID to differentiate premium Roku Channel inventory from long-tail FAST apps in your campaign targeting.
Frequently asked questions
How much does it cost to advertise on Roku?
Roku programmatic open auction CPMs typically run $18–$45, with premium positions (The Roku Channel, live sports adjacency) at the higher end. Private marketplace and programmatic guaranteed deals on Roku inventory run $30–$60+ CPM depending on audience targeting and deal structure. Use our CTV budget calculator to estimate impression volume and reach from your planned spend.
What video completion rates should I expect on Roku?
Non-skippable in-stream Roku inventory benchmarks at 93–97% VCR for 15-second spots and 90–95% for 30-second spots. FAST channels within The Roku Channel typically perform at the top of those ranges. Long-tail FAST apps on Roku can run 5–8 percentage points lower. LtvAdx reports VCR per placement so you can compare performance across inventory sources.
How does household frequency capping work on Roku?
Roku passes RIDA (Roku ID for Advertising) in bid requests, which LtvAdx maps to its HouseholdID graph for cross-device frequency management. You set a frequency cap per household per day or week in your campaign settings; LtvAdx enforces the cap across all Roku devices in the same household. RIDA resets when a user opts out, but that behavior is relatively rare.
What creative specs does Roku require?
H.264 video, 1080p minimum, maximum 30 Mbps bitrate, 16:9 aspect ratio. Duration: 15s, 30s, or 60s. Audio: CALM Act compliant (no louder than surrounding content). Closed captions required for all creative. VAST 4.2 preferred for accurate SSAI pod tracking. Submit creative at least 48 hours before launch for Roku's review process.
Can I target specific Roku apps or channels?
Yes. LtvAdx passes app bundle IDs in OpenRTB bid requests, allowing inclusion or exclusion of specific Roku apps. The Roku Channel has a distinct bundle identifier from third-party FAST apps distributed on Roku. You can target The Roku Channel specifically for premium brand safety, or open the bid to all Roku inventory for broader reach at lower CPMs.
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Run CTV ads on Roku with LtvAdx
VAST 4.2, SSAI, OpenRTB 2.6, and HouseholdID — free to start.
<10ms
VAST decision latency
p99 under 15ms — product specification
7-tier
HouseholdID graph tiers
UID2 · PPID · ADID · DeviceID · ACR · IP/24 · fingerprint
Illustrative platform metrics · System status