S15 E11: How TV is Working for DTC Brands (with Jeff Katz, Head of Emerging Sales at Roku)
Limited Supply · with Jeff Katz · March 18, 2026 · 45 min
Summary
For DTC brands looking beyond Meta and Google, Connected TV (CTV) platforms like Roku offer a powerful, measurable, and increasingly flexible advertising channel. This episode breaks down how CTV has evolved from traditional linear TV, enabling performance-driven campaigns with granular measurement and self-serve capabilities previously only associated with digital. It's a must-listen for ecommerce operators seeking to diversify their media mix and unlock new growth avenues on the biggest screen in the house.
Key takeaways
Connected TV (CTV) is no longer solely an upper-funnel branding play; it's evolved into a performance marketing channel for DTC brands with measurable ROI and self-serve options.
DSPs (Demand-Side Platforms) are crucial for accessing CTV inventory programmatically, allowing for precise audience targeting and campaign optimization similar to search and social platforms.
The "biggest screen in the house" offers unique advantages for showcasing products that require visual demonstration, such as physical goods or subscription boxes, leading to higher engagement and conversion rates.
Evaluate your product's suitability for visual storytelling. Products that benefit from demonstration or evoke a strong emotional connection often perform best on CTV.
Don't wait until you've exhausted Meta and Google. Consider integrating CTV earlier in your media strategy to establish a diversified, resilient acquisition mix and reach incremental audiences.
Most marketers think of Roku as just another ad platform, but the real opportunity is understanding how streaming is changing the entire media mix. In this episode, Nik sits down with Jeff Katz from Roku to break down what’s actually happening inside one of the biggest platforms in media, how connected TV has evolved, and why more performance brands should be paying attention. Jeff gets into how TV buying has changed from big creative bets and slow measurement cycles to a more flexible, measurable, self-serve world. Nik and Jeff unpack what DSPs actually do, how streaming fits alongside search and social, and what kinds of products tend to win on the biggest screen in the house. If you’ve ever wondered when TV should enter the mix, how Roku actually works, or what the next layer of growth looks like after Meta and Google, this episode is for you. --- Roku pioneered streaming on TV. We connect users to the content they love, enable content publishers to build and monetize large audiences, and provide advertisers with unique capabilities to engage consumers. Learn more at advertising.roku.com/limitedsupply. --- Want more DTC advice? Check out the Limited Supply YouTube page for more insider tips. Check out the Nik’s DTC newsletter: https://bit.ly/3mOUJMJ And if you’re looking for an instant stream of on-demand DTC gold, check out the Limited Supply Slack Channel for Nik’s most unfiltered, uncensored thoughts. Follow Nik: Twitter: https://www.twitter.com/mrsharma
What does this episode say about paid acquisition?
Connected TV (CTV) is no longer solely an upper-funnel branding play; it's evolved into a performance marketing channel for DTC brands with measurable ROI and self-serve options.
What does this episode say about dtc strategy?
DSPs (Demand-Side Platforms) are crucial for accessing CTV inventory programmatically, allowing for precise audience targeting and campaign optimization similar to search and social platforms.
What does this episode say about analytics & attribution?
The "biggest screen in the house" offers unique advantages for showcasing products that require visual demonstration, such as physical goods or subscription boxes, leading to higher engagement and conversion rates.
What does this episode say about paid acquisition?
Evaluate your product's suitability for visual storytelling. Products that benefit from demonstration or evoke a strong emotional connection often perform best on CTV.
What does this episode say about paid acquisition?
Don't wait until you've exhausted Meta and Google. Consider integrating CTV earlier in your media strategy to establish a diversified, resilient acquisition mix and reach incremental audiences.
