Consumers Came To Watch TV, Advertisers Found Them Browsing

Why It Matters

The findings signal a new high‑engagement touchpoint for advertisers, promising stronger ROI as viewers are more receptive while browsing, prompting a reallocation of CTV ad spend away from linear TV.

Key Takeaways

• 89% of Gen Z open to brand messages while browsing CTV
• Overall, 81‑89% of all generations receptive to CTV ads
• Menu navigation time offers untapped ad inventory for brands
• Advertisers can leverage data‑driven targeting during browsing pauses
• Roku‑Omnicom study suggests shifting spend from linear to CTV

Pulse Analysis

The rapid expansion of connected‑TV (CTV) platforms has reshaped how audiences consume video, but the focus has remained on the content itself. Recent behavioral data shows viewers treat the streaming home screen as an interactive hub, scrolling through categories, reading descriptions, and comparing options before pressing play. This browsing phase creates a natural pause where attention is heightened, offering advertisers a moment to insert brand messages without competing against the primary program. Understanding this shift is essential for any media planner looking to maximize reach in a fragmented landscape.

Omnicom Media’s partnership with Roku uncovers striking generational openness to advertising during these menu interactions. The study reports 89% of Gen Z, 84% of Millennials, 85% of Gen X, 81% of Boomers, and 76% of Silent‑generation users are receptive to brand communications while browsing CTV interfaces. Such uniform receptivity suggests that the traditional age‑based segmentation for TV ads may be less relevant on streaming platforms, where the act of selection itself drives a willingness to engage with relevant offers. Moreover, the cumulative time spent navigating menus translates into a sizable inventory of ad slots that have been largely overlooked by marketers focused on pre‑roll or mid‑roll placements.

For brands, the strategic implication is clear: integrate advertising into the decision‑making journey. Data‑driven targeting can deliver personalized offers precisely when a viewer is evaluating content, increasing relevance and conversion potential. Advertisers should collaborate with platform owners like Roku to develop native ad formats that blend seamlessly with menu designs, ensuring the brand message feels like a helpful recommendation rather than an interruption. As CTV continues to siphon ad dollars from linear TV, leveraging these browsing moments will be a key differentiator for marketers seeking higher engagement and measurable ROI.