• by Karlene Lukovitz  @KLmarketdaily, November 20, 2023

Roku is working with real-time 3D (RT3D) content company Unity to help marketers of mobile apps expand acquisition campaigns to streaming TV inventory.

The solution, now in beta testing, combines Roku’s Action Ads and Unity’s campaign management and optimization technology, connecting Roku’s premium TV streaming inventory to Unity’s Luna app marketing platform.

Coupling Roku’s scaled inventory with Luna’s campaign management tech will open unprecedented opportunities for app marketers looking to drive performance on home TVs, according to the companies.

Streaming viewers will be able to use a Roku remote to click on an Action Ad, download an app onto a mobile device, and return to watching content.

App marketers will be able to set up, manage and optimize campaigns by logging into Luna from Unity and selecting Roku from a list of marketing channels, enabling cross-channel buying from a single platform.

A campaign’s streaming performance will be measurable from initial TV ad exposure to mobile app download.

Roku reaches nearly half of U.S. broadband homes, and Unity is used for acquisition by more than 80 of the top 100 games.

Following the beta test, Luna will work with a limited number of partners to scale their growth on Roku.