- ADOTAT Newsletter - Adtech, Marketing and Media
- Posts
- SPECIAL REPORT: Roku’s Conversion Obsession: Chasing Cheap Conversions or the Future of CTV?
SPECIAL REPORT: Roku’s Conversion Obsession: Chasing Cheap Conversions or the Future of CTV?
Peter Hamilton Thinks Your Marketing Strategy is a Joke—And He’s Not Wrong
Pesach Lattin (ADOTAT)
March 05, 2025
🚨 Roku’s Conversion Obsession
If you’ve noticed your Roku ads creeping closer to the realm of late-night infomercials than sleek, polished brand experiences—there’s a name you can blame: Peter Hamilton. Yes, you read that right.
The guy is no ordinary ad exec.
This isn’t some one-hit-wonder with a nice suit.
We’re talking about a performance marketing genius, a sales powerhouse, and a closer who’s been hustling long before most marketers could even spell CPA.
Chasing Conversions Like It’s 2012
Roku, under Hamilton’s reign, has decided to do what many ad-tech companies in 2012 thought was the best idea ever—go all-in on conversions like there’s no tomorrow. It’s as if they’re channeling their inner 2012 affiliate marketing guru, still believing that the golden ticket to advertising success lies in shoving shoppable ads down viewers’ throats until they can’t help but click “buy now.”
Forget brand love or deep emotional connections—Hamilton’s new strategy is laser-focused on immediate action. Every Roku screen is now a performance machine, ready to turn every second of viewing time into a shopping spree. The approach is so aggressive it could make an old-school telemarketer blush.
Let’s be honest, this isn’t the type of marketing that earns you a warm spot in the consumer’s heart. It’s more about getting a quick hit of dopamine as your ad appears in front of an unsuspecting viewer and urges them to click before they even realize they’re being sold to. We’re talking interactive overlays that scream “BUY NOW” and the kind of retargeting that’s more persistent than a college student chasing a deadline. Forget about taking it slow and building relationships—this is a race to the bottom of the funnel, and Hamilton’s strategy has all the subtlety of a sledgehammer.
Here’s the lowdown on Hamilton:
💥 Master of the Mobile Marketing Universe
He didn’t just build a career—he built an empire at TUNE, where he literally redefined what it meant to understand mobile attribution. While other marketers were still scratching their heads over clicks and conversions, Hamilton was in the trenches, getting deals done with Don Draper-esque charisma that made clients swoon.
🤯 Sales Savant, Deal-Making Extraordinaire
This guy isn’t just good at sales—he’s a freakin’ rainmaker. The kind of sales genius who can sell icecream to a snowman—or in this case, streaming ads to a skeptical CMO. He’s got the magic formula, the hustle, the charm, and the ability to turn complex ad strategies into easy wins. And now, he’s taking that show on the road to Roku.
🔥 The Bold, Bold Move
So what’s his game plan at Roku? It’s audacious, to say the least. Hamilton’s diving headfirst into Direct Response Television (DRTV), shifting the focus from broad brand-building to hard-hitting, click-happy conversions. Think performance-driven ads designed to turn Roku’s massive user base into a goldmine of actionable sales. This, folks, is revolutionary stuff in the world of Connected TV (CTV).
But here’s the catch: Is Hamilton rewriting the rules of CTV with this approach—or is he leading Roku into a dangerous trap of cheap, shallow conversions that end up feeling more like a fire sale than a premium advertising experience?
The Big Question:
Is this genius at work? Or is Hamilton turning Roku’s pristine streaming service into a low-budget, high-volume ad machine? 🤔 The answer might surprise you.
And, of course, the elephant in the room: is this really where the future of TV advertising is headed? If you’re in the industry, you’re already seeing the effects—this is a move straight out of the digital direct response playbook, wrapped up in a CTV bow.
The question that’s swirling around, though, is whether this approach can actually scale or if it’s just the latest gimmick in the ever-evolving world of TV ads. Can this direct-response model really work in a space where, historically, audiences were trained to sit back and watch without being harassed every two minutes?
Can we go from watching “The Office” reruns to getting pitched a mattress and a dog food subscription in one commercial break? Time will tell, but right now, it feels a lot like a fire drill for anyone still holding out hope for the “old ways” of TV advertising.
Still, if Hamilton’s aggressive conversion strategy turns out to be a success, it could set the stage for an arms race among other players. It’s one thing to try and convince viewers to buy on impulse, but will other platforms like Samsung, Amazon Fire TV, or even Hulu start to copy this model?
We’re already watching as Roku sprints ahead, trying to out-CPA the competition, but will anyone have the guts to say, “Maybe we should slow down and focus on creating brand value for the long haul”? Don’t bet on it—this could very well be the future of TV, where every commercial is just another tactical move to nudge you closer to your next purchase.
All in all, it’s a hell of a ride, but don’t expect to find any loyalty at the end of this performance-driven rainbow.
An insider at Roku revealed that there’s a quiet shuffle happening within the commercial sales team, with “lots of old friends” moving positions behind the scenes.
While only a small number of Account Executives and sales staff are being let go, the real story is where Roku is doubling down: ads manager and midsize business support.
It looks like Roku is recalibrating its sales strategy, focusing more on the mid-market and self-serve ad solutions—a move that could signal a shift towards performance marketing and direct response.
But Wait—Are They Abandoning Brands?
Let’s cut through the press release fluff—Roku, once the darling of brand marketers who wanted a polished, premium ad space, is looking a lot less like a safe haven and a lot more like a late-night infomercial spree gone wrong. Under Peter Hamilton’s watch, the line between brand advertising and performance marketing is blurring faster than a badly buffered CTV ad.
Roku spent years selling itself as the anti-chaos, the clean, well-lit showroom floor in a retail media world filled with dodgy discount bins. But now? It’s chasing that sweet, sweet Cost-Per-Action (CPA) cash like a TikTok influencer shilling diet tea. Brand marketers, who once had a comfy seat in Roku’s pristine walled garden, are now getting whiplash as the company barrels toward a future where every TV ad is basically a 'BUY NOW' button in disguise.
Peter Hamilton’s Master Plan: Turning CTV into One Big Infomercial
If you know anything about Peter Hamilton, you know he’s not here to play nice with legacy ad models. This is the guy who turned TUNE into a mobile attribution beast, tracking every download and in-app purchase with the efficiency of a Wall Street algo trader on Red Bull. Now, he’s bringing that laser-focused conversion obsession to Roku—and brand marketers might want to buckle up.
This isn’t just about squeezing a few extra dollars out of performance advertisers. No, Hamilton is resurrecting DRTV (Direct Response TV) like some kind of mad scientist, slapping a QR code onto every frame and turning passive viewers into impulse shoppers. Remember those late-night infomercials that convinced you life would be incomplete without a Shake Weight? That’s the energy he’s bringing to CTV.
Imagine watching The Bachelor and suddenly getting a seamless pop-up to buy the same ridiculous champagne flute used in a dramatic toast. Or streaming a cooking show and, before you can say “sous vide,” you’re one click away from a limited-edition air fryer.
Roku is betting big that turning CTV into an interactive shopping mall will work. But for brand marketers who spent years trying to build prestige and trust in a controlled, brand-safe environment, this pivot might feel less like an evolution and more like getting booted off a luxury cruise and tossed onto a discount party barge.
Peter Bordes Slams CTV’s Stubborn Divide: Why Branding and Performance Ads Aren’t Talking Yet
Peter Bordes of Collective Audience weighed in on the ongoing disconnect between branding and performance advertising, particularly in the realm of CTV. He called out the persistent silos in digital advertising, baffled that the industry is still stuck in these conversations despite technological advancements.
His core argument? Digital channels need to unify branding, traffic, and transactions under one framework that allows advertisers to optimize based on their objectives. A CPM has value, a CPC has greater value, and a CPA or CPL has even more—yet the ecosystem still fails to integrate these models seamlessly across platforms.
Bordes sees a parallel in how DOOH (digital out-of-home) video evolved from being zero-accountability to a performance-driven channel, largely thanks to QR codes becoming a digital behavior staple. The real challenge, in his view, is applying similar mechanics to CTV—leveraging direct response (DRTV) tactics without cluttering or degrading inventory.
He speculated that affiliate offers could serve as an entry point, lighting up inventory before layering in higher-value brand deals. But that depends on whether brands and agencies are actually ready to shift to performance-based CTV and whether the available tech meets their operational needs.
His biggest frustration? The fact that CPM, CPC, CPA, and CPL models aren’t fully integrated across DSPs and SSPs. If brands could choose how they pay based on their goals—or if media channels and publishers were open to transacting in multiple currencies—CTV and the broader open web could unlock massive value. Until then, the industry remains trapped in outdated behaviors and artificial barriers.
Shoppable TV: The Dream That Roku Can’t Afford to Miss
Peter Hamilton, has laid to us a clear. compelling argument for why Roku has no choice but to go all-in on shoppable TV—or risk irrelevance. Here’s the key breakdown of his stance:
Shoppable TV Has Been a Dream for Decades, but Now It's Real
Hamilton noted that for 20-30 years, the idea of buying directly from TV has been an industry fantasy. The difference now? Roku, as an operating system, has the power to control the experience natively, making real-time transactions seamless.Engagement Drives Sales—And Shoppable TV Works
According to Hamilton, interactive and shoppable ads drive higher conversion rates than standard brand ads. Roku's data shows that giving users the ability to engage—whether via a product page, an instant purchase, or sending themselves a text link—boosts consideration and purchase intent far more effectively than just slapping a QR code on the screen.Traditional TV Advertising is Dying, and Roku Must Evolve
Linear TV dollars are still migrating to streaming, but Hamilton acknowledged that brands still think in terms of traditional media buying. Roku has to change that mindset, proving that CTV is not just a brand awareness play but a performance marketing channel.Roku’s OS Gives It an Advantage—But Only If It Uses It
Unlike third-party programmatic platforms, Roku controls the operating system and can offer native commerce integrations. Hamilton emphasized that enabling direct purchases via the TV remote—not forcing users to pick up their phones—is the key to making shoppable TV work.If Roku Doesn't Lead, Someone Else Will
Hamilton pointed out that streaming platforms are rapidly evolving into commerce hubs. If Roku doesn’t lean in hard, competitors with more aggressive e-commerce integrations will eat their lunch.
His message was clear: Roku's future depends on making CTV an interactive, shoppable experience. If it sticks to old-school ad models, it won’t survive the shift in consumer behavior.
🚨 Walmart's Master Plan: Bye-Bye, Roku?
🔍 The Accusation:
Word on the street is that Walmart's long-term play is to kick Roku to the curb. If that happens, Roku's going to be in a world of hurt.
Why? Because Walmart is one of Roku's biggest retail channels, and losing that shelf space would be catastrophic. Not only is Walmart a major distribution hub, but now they’re jumping into the connected TV (CTV) game themselves.
That's right, Walmart isn’t just a retailer anymore; they're a competitor.
📜 The Evidence:
Market Dependency: Roku relies heavily on Walmart, accounting for about 40% of its device sales. If Walmart boots Roku for its own offerings or Vizio's SmartCast, it's game over for Roku in mainstream retail.
Walmart's Acquisition Spree: Walmart just bought Vizio for $2.3 billion. Why? To build its own CTV ecosystem, complete with first-party data that could give them a massive edge in digital advertising.
Strategic Realignment: Roku's CFO Dan Jedda claims they were “very prepared” for Walmart's move. That’s corporate-speak for “we saw the iceberg, but the Titanic's already turning.”
⚠️ The Catch:
Roku is trying to play it cool, insisting they won’t stop selling devices at Walmart. But let's be real: Walmart didn’t spend $2.3 billion on Vizio to keep pushing Roku. They’ll prioritize their own CTV ecosystem and ad revenue streams. Roku can keep talking, but the writing’s on the wall.
🔥 The Big Question:
Can Roku survive if Walmart fully commits to Vizio? Or is this the beginning of the end for Roku's retail dominance? Roku needs to double down on international markets and figure out new distribution channels—fast.
🎤 Industry Response:
Investors are Skeptical: Roku's stock took a nosedive, shedding over $3 billion in market cap after news of Walmart's Vizio purchase.
Analysts are Split: Some see this as Roku's doom; others think the shake-up could lead to opportunities elsewhere, like increased value in Roku’s CTV data.
🚨 Roku’s Push to Democratize CTV Advertising: Sam Bloom Weighs In
In a bold move to shift the CTV landscape, Roku is aiming to make CTV advertising accessible to small and medium-sized businesses (SMBs), much like how Meta and YouTube revolutionized digital ads for the masses. Sam Bloom of PMG sees Roku’s strategy as a direct response to the massive budgets that typically dominate TV ads, with a focus on creating space for SMBs to compete.
🔍 What’s Happening:
Roku is not just sitting on its laurels in the CTV space. They’re actively working to lower the barriers for SMBs, giving them the tools and resources to join the advertising game traditionally ruled by big brands with deep pockets. Sam Bloom highlights that this shift could open up CTV to the millions of smaller advertisers who’ve found themselves left behind on traditional TV.
⚠️ The Challenge:
While Roku’s push to democratize CTV is admirable, it raises an important question: can small businesses truly compete in a space dominated by the big players? The digital revolution of the past decade was driven by platforms like Meta and YouTube, but CTV is a whole different animal. Will smaller advertisers see the same results, or will they just get lost in the shuffle of bigger budgets?
🔥 The Key Takeaway:
As Sam Bloom points out, Roku’s move could be a game-changer for SMBs, but it’s still too early to tell whether it’ll provide real opportunities or simply flood the market with more competition. The future of CTV advertising might just depend on how effectively Roku can balance access with quality..
Peter Hamilton Thinks Your Marketing Strategy is a Joke—And He’s Not Wrong
If Peter Hamilton ran the world, vanity metrics would be dragged into the street and shot at dawn. Page views? App installs? Likes? “Who cares?” Hamilton would sneer, probably while sipping a cold brew and scrolling through performance metrics that actually matter.
Why? Because Peter Hamilton thinks most marketers are sleepwalking through their jobs, hypnotized by meaningless KPIs that do nothing but make PowerPoints look pretty. “It’s like buying clicks to feel important,” he says, “Congratulations, you wasted your budget on digital air.”
