Columnist Network

Shifting From Older to Newer Media Advertising Strategies

Roku's Kristina Shepard on catching up with streaming

Can clients apply the same strategies that have worked effectively for decades in linear, or do they need to change their ways for the environment?Denis Pobytov/Getty Images

Editor’s note: This piece is part of our Columnist Network series, which explores tactical thoughts and actions from Adweek’s community of high-level experts. Today, Kristina Shepard at Roku shares insights on transitioning strategy from TV to TV streaming.

The challenge

With infinite choice within a different ecosystem, advertisers are not sure how to get the most value from their investments.

The process

There are two things we can always rely on from advertising: It is ever-evolving, and its spending typically lags—sometimes significantly—behind consumer habits.