Microsoft’s integration with Roku reveals increased engagement across CTV and search

The study, published on Thursday, seeks to assist marketers in comprehending how TV streaming, native, and search ads collaborate to boost full-funnel effectiveness. While TV streaming ads are commonly believed to generate awareness, they can also lead to purchases. Search ads are known for fostering engagement and promoting lower-funnel activities, but they can also raise awareness. Advertisers execute TV streaming ads on Roku, as well as native ads and search ads on Microsoft. Microsoft examined the ad activity correlated with Roku exposures before and after the Roku ads are delivered.