Editor’s Note: We’re updating our Live Marketing & Advertising Earnings Tracker in real time. Check out how Roku fits into the advertising landscape—and what each company’s earnings say about the state of advertising.

The news: Roku is expanding its performance marketing efforts, starting with the home screen.

• Roku said that it is currently beta testing a new performance-based media and entertainment advertising unit on its Home Screen in its Q3 earnings release. The company’s ad revenues grew 23% YoY in Q3.
• Roku also highlighted its recent rollout of a revamped Home Screen with what it claims are improved content discovery and personalization capabilities; the company is now bringing the redesign to international markets.

Why it matters: The CTV home screen is increasingly valuable marketing real estate.

• Formats LG Ad Solutions describes as “advanced,” like interactive home screen placements, boost the likelihood of a viewer enjoying an ad by 66%, per November 2025 data.
• These ads also boosted unaided recall 61% compared with standard creative formats.
• Companies like Teads have also seen notable success with home screen ad units. A 2025 Teads study found that the format achieved 50% unaided recall, meaning that half of users could remember brands they saw on the home screen without prompting.
• Teads discovered that home screen units delivered two times higher clickthrough rates than standard CTV display ads and three times higher conversion rates. Seventy percent of viewers took action after seeing a home screen ad.