Television viewers aren’t ignoring ads these days. They’re just ignoring advertiser’s old assumptions.
Netflix reportedly repeats key plot points three or four times to keep distracted viewers on track, but advertisers are still clinging to 30-second spots designed for captive audiences that no longer exist.
Brands need to stop trying to hold attention and start earning it in the two seconds they actually have. In a world of second-screen scrolling, muted TVs, and streaming fatigue, the winners won’t be the loudest but the most unmistakable.
Platforms like CTV, Roku, and interactive streaming ads offer the ultimate leverage to reach distracted viewers with precision, measurable impact, and creativity built for multitasking.
Ivan Pehar, Ad Sales Roku Canada, said for retailers, the opening moments of an ad need to work like a storefront window.
“Shoppers should instantly recognize the brand and understand what’s being offered—whether that’s a product, a deal, or a clear benefit. Waiting to reveal the brand or message just doesn’t work anymore. With so many distractions, the retailers seeing the strongest results are the ones that get to the point immediately and make it obvious why the ad matters,” he explained.
“A great example is e.l.f. Beauty, which took advantage of Roku’s Home Screen placement during the Big Game to own premium real estate in front of viewers before content even started. This boosted visibility at a key moment and connected brand exposure with buyer behaviour.”
Pehar said repetition isn’t about showing the same ad over and over; it’s about helping people remember who you are.
“The key is to repeat the brand, not the message. The most effective retail ads keep familiar elements consistent, like colours, logos, music, or tone, while rotating the product, offer, or context. For example, a home retailer might run a CTV campaign where the logo and signature jingle appear in every ad, but one week features sofas, the next week highlights dining tables. A grocery brand could repeat its visual identity and
tagline across spots, while showcasing seasonal promotions or new product lines,” he said.
“These kinds of purposeful repetitions help the brand stick without feeling boring. Viewers don’t just remember the ad, they remember the retailer. Brands leverage the ability for storytelling with sequential messaging or extending reach against users who haven’t seen the ads on TV. Over time, this approach builds mental availability, so when someone is ready to shop, your brand is top of mind.”
As reach and frequency matter less, retailers should focus on what happens after an ad runs, added Pehar.
“Success isn’t just about views, it’s about results. Did more people visit the website, search for the brand, go to a store, or add items to their cart?
In a multitasking environment, action often happens on a second screen. To drive action we leverage multiple creative executions to further engage in the storytelling aspect, moving users down the purchase journey,” he said.
“Allowing users to get more engaged with Showroom products by consuming custom video experience and following up with action based engagements “Text / QR codes”. These tools create calls-to-action making this measurable by showing when viewers move from watching to engaging. CTV allows retailers to connect TV exposure to real-world behaviour, turning television into a measurable sales driver, not just an awareness channel.”
Pehar said watching TV with a phone in hand is now the default, not the exception and for retailers, that second screen is often where action happens.
“When viewers see something that catches their attention on TV, they’re likely to search for the product, check prices, or look up a nearby store on their phone. Roku helps advertisers understand and measure those moments, connecting CTV exposure to real behaviour across devices,” he said.
“That can look like a shoppable moment, such as a QR code or on-screen prompt that sends viewers directly to a product page, or it can be more indirect, like a measurable lift in mobile search, site visits, or store-locator use after an ad airs. In both cases, TV sparks interest, and the second screen helps finish the job.
“Rather than fighting distraction, Roku helps brands use it, turning second-screen behaviour into a measurable, high-intent opportunity that makes TV advertising more accountable and performance-driven.”
The biggest shift for legacy brands is letting go of rigid, seasonal TV buying, noted Pehar.
“For years, TV plans were locked months in advance around big moments like back to school, Black Friday, and the holidays with little flexibility once the campaign launched. But that approach doesn’t match how people shop anymore, or how CTV works. The retailers adapting best are treating CTV more like digital advertising. They are always on, test different creative messages, and adjust budgets quickly based on what’s actually driving results. If a product starts trending or inventory changes, they can respond in real time instead of waiting for the next campaign window,” he said.
“For example, a retailer might start with a broad brand message, then quickly shift spend toward ads promoting a specific product that’s seeing strong online interest. Others rotate creative weekly, either testing offers, formats, or calls to action, to see what drives site visits or store traffic, then scale what works.
“These brands are also more comfortable moving money mid-flight. If CTV is outperforming other channels, they lean in. If something isn’t delivering, they pivot. That level of flexibility can be uncomfortable for brands used to fixed TV commitments, but it’s where the momentum is.
“The advertisers winning today aren’t abandoning TV. They’re using CTV as a flexible, performance-driven tool that moves at the same pace as modern shopping behaviour.”
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