Shulou(Shulou.com)11/24 Report--

This partnership will help marketers who use the Unity platform to easily and effectively expand their advertising campaign to the CTV platform.

Recently, Unity (NYSE: U), the world's leading real-time 3D interactive content creation and operation platform, has announced a strategic product and commercial partnership with Roku (Nasdaq: Roku), the number one CTV platform in the United States. it will help mobile applications easily expand their app installation advertising campaign to CTV (connected TV).

Through this partnership, Roku's high-quality traffic resources will be combined with Unity's user growth industry technology to provide mobile app marketers with a unique and smooth experience to help them achieve their customer goals on the CTV platform. Roku's Action Ads provides a seamless transition path from ad viewing to download, which not only allows advertisers to measure the effectiveness of ads by the number of clicks, but also provides viewers with a smooth application discovery experience.

According to GroupM's forecast, global CTV advertising will grow by 13.2% in 2023, with a market size of US $25.9 billion. Against the backdrop of the growing CTV advertising market, Unity has entered into its first partnership with Roku in this field. At present, Roku already covers nearly half of all broadband households in the United States, and at least 82 games in the top 100 downloads in the world have grown through Unity. Two unique platforms will work together to help app marketers use more devices and screens to attract potential users and drive incremental growth.

Unity's results-based marketing solution for Roku serves as a bridge between app audience and CTV advertising. By connecting Roku's high-quality CTV advertising resources on a large scale with the Luna from Unity application marketing platform, the partnership provides mobile app marketers with the opportunity to use CTV advertising to win customers, and builds a closed loop for effectiveness measurement and optimization. Roku's Action Ads provides a smooth advertising experience, and viewers can simply use the Roku remote control to download the game to the mobile device of their choice, and then return to watch CTV content. In addition, from the exposure of TV advertisements to the completion of user downloads, application marketers can comprehensively evaluate the effectiveness of the whole process to help them reduce costs and increase efficiency.

In addition, the Luna from Unity platform will also provide a smooth experience for setting up, managing and optimizing advertising campaigns. After the application marketers log in to the Luna from Unity platform, they can easily purchase cross-channel media through one platform by selecting Roku in the list of marketing channels.

"Mobile app marketers are eager to maximize budget effectiveness and gain more advertising opportunities. In a highly competitive market, CTV has become an ideal choice to drive growth and provide diversified marketing channels." Miles Fisher, senior director and head of emerging business and programmatic sales of Roku, said, "Roku uses the unique advantages of traffic scale, technology and direct access to the audience to make the large screen in the home better serve the mobile effects marketers on the Unity platform."

Omer Kaplan, Senior Vice President of Revenue and Operations of Unity Grow, said, "the driving force behind this partnership is to build CTV into an efficient marketing channel for applications and games. In today's market, experienced application marketers know that they need to take full advantage of all available channels to drive real incremental growth while reducing costs and increasing efficiency, and CTV represents a huge opportunity that has yet to be unlocked. The combination of Luna from Unity's powerful advertising campaign management and optimization technology and CTV's large-scale advertising traffic will bring more opportunities for advertisers and significantly improve the marketing effect of CTV. At the same time, this cooperation also helps to build CTV into a significant marketing channel. "

After the completion of product Beta testing, Luna from Unity has begun to work with some customers to help them achieve large-scale growth on Roku.

* based on Hypothesis Group streaming time data in December 2022

* * data.ai ranks the top 100 games based on the global average of 7 scales of downloads, covering App Store and Google Play stores (as of September 19, 2023)

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