Roku NewFront
Introducing Roku to the TV Upfront Marketplace
Overview
Roku’s NewFront became the company’s flagship annual showcase for the advertising industry, anchored by a major event in New York during IAB NewFronts week.
Across six annual programs, Roku introduced new advertising products, content, and strategic partnerships while making the case for shifting TV investment from linear television to streaming.
The program helped establish Roku as a credible destination for Upfront investment and reinforced a broader industry narrative: the future of television, and television advertising, would be streamed.
Elements
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Showcase Event
Hosted in New York during IAB NewFronts, bringing together senior advertising leaders, agencies, and global brands. The presentation served as Roku’s flagship industry stage to introduce new advertising capabilities and partnerships.
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Product Announcements
NewFront served as the primary launch moment for Roku’s evolving ad platform, introducing innovations designed to introduce brands like McDonalds more fully into the Roku Experience.
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Programming & Talent
Announcements of Roku Originals, creator partnerships, and major media collaborations that expanded Roku’s content ecosystem and advertising opportunities.
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Brand Campaign
To amplify Roku’s presence during Upfront week, Roku deployed a large-scale marketing push across New York City, including Times Square billboards welcoming industry attendees to Roku City and reinforcing Roku’s cultural capital.
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Client Engagement
NewFront week also included tailored executive dinners and small-group engagements with key agency and brand partners. These gatherings enabled deeper strategic discussions around data, measurement, and new advertising opportunities while strengthening relationships across the advertising ecosystem.
Approach
I led the marketing strategy and narrative for Roku’s NewFront presence, translating a rapidly evolving advertising platform into a clear story for agencies and brand marketers.
Key responsibilities included:
Strategic messaging and positioning
Product, program, and partnership launches
Event programming and experience
Scaled and account-based marketing
Cross-functional leadership across sales, product, PR, partnerships, and creative
The objective was to position Roku not simply as a streaming platform, but as the “lead-in to all of television” and a central player in the TV advertising landscape.
Impact
NEW POSITIONING
Crystallized Roku’s positioning as the “Lead-in to of TV,” establishing the company as a major platform within the Upfront marketplace and shaping industry coverage.
NEW PRODUCTS
New advertising capabilities and partnerships, including integrations with Amazon and The Trade Desk, original and partner content, and brand experiences.
NEW DEMAND & REVENUES
Helped drive Roku’s Upfront past $1B in annual commitments for the first time, with strong year-over-year growth and expanded participation from new brand advertisers.
Coverage
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"Roku Wraps Largest Upfront Ever, Topping $1 Billion in Ad Commitments."
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"Why Roku is skipping the NewFronts this year and what it means for marketers."
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"NewFronts Briefing: Roku focuses on new ad formats and category-specific inventory."
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"Roku is bringing even more brands into Roku City alongside new key partnerships."