The Future of TV Advertising With Roku’s Sarah Harms

Streaming has completely reshaped how audiences discover content—and how brands connect with them. As platforms multiply, content discovery is harder than ever, and advertisers are navigating a complex, fragmented landscape. Enter Roku. 

With the largest TV operating system in the U.S., Roku is solving these challenges by combining data, content, and consumer-first ad experiences.

In this episode of The Speed of Culture podcast, Sarah Harms, vp of advertising, marketing, and measurement, shares how Roku is making TV more immersive, measurable, and seamless for brands and viewers alike.

“Everything has to be consumer-first. So we’re never gonna be the obnoxious, in-your-face bothering you all day with annoying ads,” she says on the podcast.

With a career rooted in ad tech, programmatic, and digital media—including leadership roles at GroupM and Microsoft—Sarah brings a deep understanding of data-driven marketing. At Roku, she is focused on making CTV more measurable, addressable, and accessible, helping brands tap into advanced targeting, real-time insights, and seamless ad integrations that drive real business results.

Tune into The Speed of Culture Podcast as Sarah Harms unpacks Roku’s game-changing strategies in streaming, advertising, and the future of connected TV.

Key takeaways:

[04:24] Roku’s Reach Is Bigger Than You Think — Roku isn’t just a streaming platform—it’s the largest TV operating system in the U.S., powering 90 million U.S. households and reaching 120 million daily viewers across its ecosystem. Roku’s home screen ads deliver Super Bowl-sized reach daily, while immersive experiences like Roku City provide new branding opportunities for advertisers. The Roku Channel is now the second most-watched app on Roku devices, surpassing major competitors. As consumers struggle with content overload, Roku’s role as the gateway to streaming means advertisers can leverage its massive audience for high-impact placements that drive both awareness and conversions.

[08:44] The Data-Driven Ad Future — CTV advertising isn’t about one-size-fits-all demographics anymore—it’s powered by precision data. Roku’s first-party data spans millions of households, providing advertisers with deep insights into viewership habits, purchase behaviors, and streaming preferences. With the launch of the Roku Data Cloud, advertisers can now integrate external datasets, enabling enhanced attribution and cross-platform tracking. Roku’s platform also supports data collaboration with major measurement partners, helping brands analyze campaign performance beyond impressions, tracking real business outcomes like in-store visits and online purchases.

[09:39] Self-Serve TV Ads? — TV advertising was once an exclusive club for big brands, but Roku Ads Manager is opening the doors for small and mid-sized businesses (SMBs) to run premium connected TV campaigns with ease. For the first time, brands can use a credit card to buy CTV ads, leveraging QR codes, interactive showrooms, and other action-based formats to drive direct response. The self-serve platform is ideal for performance marketers looking to shift dollars from social to TV, making video advertising more accessible, measurable, and results-driven than ever before.

[10:25] The Resurgence of Lean-Back TV — Streaming started as an on-demand experience, but now, free ad-supported streaming TV (FAST) is exploding as consumers cut back on subscription fatigue. Roku’s FAST content strategy has helped The Roku Channel climb the Nielsen Gauge rankings, making it one of the top streaming destinations in the U.S. Consumers are increasingly opting for lean-back, curated viewing experiences over endless scrolling, and Roku’s seamless integration of live news, sports, and entertainment makes it the go-to platform for effortless content discovery.

[12:39] Women’s Sports Is a Marketing Powerhouse — Women’s sports have gone from a niche investment to a ratings juggernaut, proving that the audience demand has always been there. As media consumption shifts to streaming, advertisers are waking up to the fact that women’s sports sponsorships drive real ROI. Roku is helping brands tap into this growing space through targeted streaming ad placements, sponsorship opportunities, and high-impact in-game integrations. With more viewers tuning in than ever before, brands that invest in women’s sports now will be ahead of the curve in this rapidly growing market.