Unlock the Potential of Social CTV with Roku and Spaceback
How the Partnership Works
Roku's partnership with Spaceback allows advertisers to take videos from popular social platforms like Instagram, TikTok, Facebook, X (formerly known as Twitter), and Pinterest. These videos are then transformed into premium TV ads that can be showcased on the large screens of Roku devices. This seamless integration of social and TV content opens up new avenues for brands to connect with consumers.
Dan Lapinski, Head of Roku Ads Manager Product Marketing at Roku, emphasizes the ease and significance of this initiative. He states, "This makes it incredibly convenient for brands to access the largest screen in the home. By partnering with Spaceback, we provide a smooth path to high-quality ad creative specifically designed for TV. Advertisers can now focus on crafting compelling stories and engaging with audiences without the hassle of production and cost."
Creative Fees Covered by Roku
Roku has taken a proactive step by covering the creative fees for advertisers who run Spaceback creatives on Roku Ads Manager campaigns through Q1 2025. This financial support enables advertisers to experiment and explore the potential of social CTV advertising without worrying about the upfront costs. It gives them the freedom to test different strategies and see the impact on their campaigns.
Go Fast Campers (GFC), a renowned brand in the camper industry, has already witnessed the benefits of this partnership. Robert Fowler, Director of Sales and Marketing at Go Fast Campers, shares his experience, "Connected TV has been a game-changer for our brand. Our Spaceback creatives on Roku led to a significant increase in visitor engagement. Visitors stayed on our site three times longer compared to other paid media. Spaceback made it incredibly easy to repurpose our social creatives for CTV, and the results were outstanding. CTV delivered exceptional engagement and performance, and it was a seamless process for our team."
The Value of Social CTV Amplified
Casey Saran, CEO and Co-Founder of Spaceback, highlights the importance of this partnership. He says, "Roku amplifies the value of Social CTV, making it accessible to advertisers of all sizes. This partnership eliminates the friction associated with creative production and allows brands to maximize their social content on a new medium – without any additional cost. It's a win-win situation for both brands and advertisers."
The combination of Roku's extensive reach and Spaceback's expertise in social CTV ad creative creates a powerful synergy. Advertisers can now tap into the potential of social media content and bring it to the living rooms of millions of households. This opens up new opportunities for brands to build brand awareness, drive sales, and connect with consumers on a deeper level.
Unraveling the Battle Between Film and TV's Effectiveness
Quentin Tarantino's Perspective on TV vs. Film
Many of the film industry's top talents are now bringing their skills to television. However, Quentin Tarantino isn't convinced that TV will ever reach the same level of effectiveness as film. During his appearance on the podcast, he noted that while TV has improved significantly, it still feels like television to him. He posed a rhetorical question: What's the difference between television and a good movie? He explained that although many TV shows now have the look and feel of movies, they lack the complete experience that a film provides.For example, Tarantino recounted his recent binge-watching of "Yellowstone." Initially, he was entertained by the show, but he felt that its dramatic structure didn't build towards a climax. It seemed to produce an endless stream of storylines that could go on forever, rather than a cohesive narrative like a film. He said, "I didn't really get around to watching 'Yellowstone' the first three years or so. Then I watch the first season and I'm like 'Wow, this is fucking great!' I've always been a big Kevin Costner fan, he's fucking wonderful in this.' And I get really caught up in the show, I'm having a great time watching. But at the end of the day it's just a soap opera."He continued, "While I'm watching it, I'm compelled. But when it's over… I don't remember any of the details of it. I'll see a good Western movie and I'll remember it the rest of my life. I'll remember the story, I'll remember this scene or that scene. It built to an emotional climax of some degree. There's a payoff to it. But there's not a payoff on this stuff. There's just more interconnectional drama."The Impact of Cinematic Language on TV
Tarantino also discussed the use of cinematic language in TV shows. He pointed out that while many TV shows are now using cinematic techniques to engage viewers, it doesn't necessarily make them as effective as films. He said, "They're using cinematic language to get you caught up in it, but it's still not the same as a movie. A movie has a beginning, a middle, and an end. It builds to a climax and has a payoff. TV shows often lack that sense of structure and purpose."For instance, he compared the experience of watching shows like "Yellowstone" to watching films. He said that after finishing a film, he remembers the story and specific scenes. But with TV shows, he often forgets the details immediately after watching. This shows that films have a lasting impact that TV shows often lack, regardless of how cinematic they may look.The Future of TV and Film
The debate between TV and film's effectiveness is likely to continue as both mediums evolve. Tarantino's views highlight the importance of storytelling and structure in creating a memorable viewing experience. While TV has made great strides in recent years, it still has a long way to go to match the impact of a well-crafted film.As the industry continues to develop, it will be interesting to see how TV and film adapt and compete with each other. Will TV shows continue to improve and reach the same level of effectiveness as films? Or will films remain the gold standard for storytelling? Only time will tell.