Today on Modern Marketing and Measurement, I’m joined by Sarah Harms from Roku to talk about how streaming TV has evolved from a reach extension into a true full-funnel marketing engine. We dig into Roku’s consumer-first approach, the shift toward precision and performance in CTV, how culture and commerce are converging on the big screen, and what marketers need to rethink now—from planning frameworks to measurement—as streaming becomes the new foundation of television.
Any global event, whether sport or entertainment, creates the same temptation for brands to prioritise presence over purpose. But the biggest lesson from this World Cup is not that brands need to shout louder, it is that promotional activity performs best when it reflects how people actually experience the tournament.
The brands that succeed over the next decade will be the ones that rediscover the simple truth of why they exist, and stretch towards the dream of how they can add more to the world, then express that clearly and consistently in everything they do.
When agencies are able to demonstrate likely outcomes before campaigns launch, conversations become less speculative and more evidence-based.
