Two different types of video ads help you get your message in front of your target audience:
Video ads: Standard video ads that are created by simply uploading your video asset. Your audience will see your ad as you've created it.
Action ads: Interactive video ads that enhance your standard video ads by adding a custom overlay and SMS text message functionality.
Read this article for creative best practices.
How to create video ads
Running impactful video ads that are optimized for TV screens couldn't be easier.
Using existing creative for your video ad
Select a campaign.
At the bottom of the page, click "Add creative.”
Select the "Creative library" tab.
Click the “Assign” box for the ad you want to use.
Close the Creative panel by clicking the ‘X’ in the top right corner.
Publish your campaign.
Using new creative for your video ad
Select a campaign.
At the bottom of the page, click "Add creative.”
Click "Video ad" on the “Upload creatives” tab, then click "Continue" on the bottom right.
Add details about your video ad.
Declare the appropriate Business Category (i.e., Bars & Restaurants)
Under "Advanced settings:"
Confirm the language of your ad. Only English is supported today.
Enter the landing page URL for the creative. If left blank, your business website will be used.
Declare a special ad category (i.e., Credit, Employment, or Housing). Read more about special ad categories here.
Finally, upload your video asset by dragging and dropping or by clicking "Browse.”
We will quickly check the technical specs of the video to make sure the ad will look and sound great on a TV screen. Read more about creative guidelines here.
Your ad will then be sent to our team for manual review and approval. This can take 2-3 business days. Read more about creative statuses here.
You'll receive an email confirming that your ad has been approved (or why it has been rejected).
Your published campaign can go live as of your campaign's start date once your creative is approved. You will see your approved ad both on the campaign page, and within your creative library.
How to create action ads
Action ads enhance standard video ads with a custom overlay and SMS text message functionality. It's one of the best ways to get streamers engaging with your brand on TV.
Learn more about action ads here. To create an action ad, follow these steps:
STEP 1: ADD A CREATIVE
At the bottom of your campaign, click "Add creative".
Do one of the following:
To create an action ad from new creative, click "Action ad" and then click "Continue" on the bottom right.
To create an action ad from an already-approved video ad, select the "Creative library" tab. Find your approved video ad, click the three horizontal dots, and click "Create action ad.". Then skip to STEP 2: CUSTOMIZE YOUR ACTION AD.
Ads with new creative only: Enter details about your ad.
Declare the appropriate Business Category (i.e., Bars & Restaurants)
Under "Advanced settings:"
Confirm the language of your ad. Only English is supported today.
Enter the landing page URL for the creative. If left blank, your business website will be used.
Declare a special ad category (i.e., Credit, Employment, or Housing). Read more about special ad categories here.
Ads with new creative only: Upload your video ad by dragging and dropping or by clicking "Browse.”
We will quickly check the technical specs of the video to make sure the ad will look and sound great on a TV screen. Read more about creative guidelines here.
After passing our technical specs check, your creative status will show as "Draft.” Click "Continue" to start adding the interactive components to your action ad.
STEP 2: CUSTOMIZE YOUR OVERLAY
Once you’ve selected your creative, it's time to customize the overlay on your ad that will prompt streamers to act.
Customize the call to action (i.e., Sign Up, Buy Now, etc.), background color of the overlay, overlay message, and logo. These components should help inform your target audience on how and why they should engage with your brand.
Some things to keep in mind:
Background color: Choose between 16 different options. We recommend using a color that stands out against your video ad.
Call to action: Choose between 13 CTAs. Pick one that most closely aligns with the action you want your ad to drive.
Overlay messages: Customizable your message with up to 40 characters. Be clear and concise to make it easy for streamers to take action. You are solely responsible for including any required disclosures in your overlay message copy.
Logo: Include a logo for an immediate association with your brand.
Click "Continue.”
STEP 3: CREATE YOUR MESSAGE
Once you've customized your overlay, it's time to create the text message brands will receive.
Define the SMS message your audience will receive. Be clear and concise, making sure the audience knows why they should engage with this text from your brand. Less is more!
Some things to keep in mind for the text message copy:
Character limits: You'll have 236 characters to work with across your text copy and advertiser name. Consider using numerals instead of text to save space (i.e., 2 instead of two, or 4 instead of four).
URL: The URL you enter will be replaced with a shortened URL beginning with https://go.roku. The preview will display the URL as "<shortened URL>".
Note: This is a one-time, one-way text message sent by Roku on behalf of the advertiser.
STEP 4: SUBMIT FOR REVIEW
Click "Submit for review." Your action ad will take a few moments to save.
Your ad will then be sent to our team for manual review and approval. This can take 2-3 business days. Read more about creative statuses here.
You'll receive an email confirming that your ad has been approved (or why it has been rejected).
If you change the text message, logo, or product image of your action ad, it must repeat the approval process.
Changing the background color or call-to-action does not require additional creative review.
STEP 5 (OPTIONAL): REVIEW YOUR ACTION AD
You can preview your action ad by clicking on it in the creative section of your campaign.
Play the ad to show the interactive components overlayed your video ad.
Your campaign can go live as of your campaign's start date once your creative is approved. You will see your approved ad both on the campaign, and within your creative library.