Smartly and Roku connect social advertising with CTV

At the centre of the collaboration is a direct connection between Smartly and Roku Ads Manager through the Roku Ads API.

Smartly has partnered with Roku to help advertisers extend social media campaigns to connected television (CTV), aiming to bring the speed, targeting capabilities and measurement associated with social advertising to streaming platforms.

The partnership integrates Smartly's advertising technology platform with Roku Ads Manager, enabling marketers to launch and manage CTV campaigns using familiar social advertising workflows.

Direct integration through Roku Ads API

At the centre of the collaboration is a direct connection between Smartly and Roku Ads Manager through the Roku Ads API.

The integration allows advertisers to activate streaming television campaigns alongside social media activity, helping brands reach audiences across multiple screens while using existing campaign management tools and processes.

According to the companies, the approach is designed to simplify campaign deployment and improve the ability to measure advertising performance across channels.

Bringing social advertising capabilities to streaming

Laura Desmond, Chief Executive Officer of Smartly: "CTV's performance era is here. The best advertising follows attention across every screen, and streaming is where we can now finally unlock the same proven results. Partnering with Roku brings the same rigor, scale, and incrementality advertisers have built on social to the biggest screen in the home. Together, we are creating a structural shift in how brands grow."

The partnership reflects increasing demand from advertisers for performance-driven CTV solutions that offer measurement and optimisation capabilities similar to those available in digital and social media environments.

Streamlining creative production

The companies said the integration will also simplify creative execution by allowing advertisers to adapt existing social media assets for television streaming campaigns.

This approach reduces the need to create separate versions of advertisements for different platforms, potentially lowering production costs and accelerating campaign launches.

Focus on measurable growth

Patrick Harris, Senior Vice President, Global Advertising Sales & Partnerships at Roku: "Advertisers want CTV to work as hard as their best-performing channels. At Roku, we are strategically positioned to deliver that at scale. This partnership with Smartly makes it simple for brands to bring the speed and precision of social into TV, enabling them to turn proven strategies into measurable growth on the biggest screen."

The collaboration highlights the growing convergence between digital advertising and connected television as brands seek more efficient ways to manage campaigns and measure performance across media channels.

www.roku.com

whttps://www.smartly.io/ww.smartly.io

Follow Marketing Report on LinkedIn