Smartly and Roku Integrate Social Performance Tools into CTV Advertising — Smartly.io Solutions Oy

Event summary

Smartly partners with Roku to bring social advertising performance metrics to connected TV (CTV) via Roku Ads Manager.
The integration allows marketers to run CTV campaigns using existing social advertising tools, streamlining creative development and execution.
Smartly claims its platform delivers a 5.5x return on ad spend (ROAS) and saves 42 minutes per hour for brands.
Roku is the #1 TV streaming platform in the U.S., Canada, and Mexico by hours streamed (Hypothesis Group, December 2025).

The big picture

This partnership marks a strategic push to unify social and CTV advertising, addressing the growing demand for measurable, cross-screen campaign performance. With Smartly managing over $7 billion in global ad spend and Roku dominating streaming hours in key markets, the collaboration could set a new standard for CTV ad effectiveness. The integration of social performance tools into CTV advertising reflects broader industry trends toward data-driven, AI-powered marketing strategies.

What we're watching

Adoption Pace: How quickly brands will migrate high-performing social campaigns to CTV through this integration.
Performance Metrics: Whether the claimed efficiency gains (e.g., 42 minutes saved per hour) will translate to measurable ROI for advertisers.
Market Expansion: The extent to which this partnership accelerates the structural shift toward performance-driven CTV advertising.