Case Study: Michelin boosts brand lift and consideration with Roku Home Screen Ads

Michelin boosts brand lift 17% with Roku Home Screen Ads

The customer, Michelin, a well-known tire brand, faced the challenge of differentiating its brand and driving consumer consideration for its products beyond its traditional automotive image. To build on its new brand platform and reach modern audiences, Michelin partnered with vendor Roku to achieve these goals through connected TV (CTV) advertising.

Roku implemented a high-impact Home Screen sponsorship for Michelin, utilizing Marquee Ad Video and Brand Showcase formats to capture viewer attention immediately upon turning on their devices. This solution successfully drove a 17% brand lift and a 15% increase in purchase consideration for Michelin. The Roku campaign also demonstrated a strong incremental reach, with 74% of the households reached not being accessible through linear TV.

Michelin