Key Takeaways

• Fox’s acquisition of Roku is about far more than streaming devices. The strategic value lies in expanding e-commerce capabilities, strengthening first-party data assets, and gaining direct access to more than 100 million streaming households.
• The combined company becomes a major television platform. Based on share of viewing, the merged business would rank as the third-largest television player in the U.S., behind YouTube and Disney, while surpassing Netflix and Paramount.
• Connected TV is reshaping television advertising. CTV combines television’s emotional storytelling power with the precision targeting, measurement, and optimization capabilities traditionally associated with digital advertising.
• First-party data is becoming a competitive advantage. As privacy regulations evolve and third-party cookies disappear, customer-owned data is increasingly one of the most valuable marketing assets available.
• CTV enables highly targeted direct-response campaigns. Advertisers can reach specific households—including existing customer databases—use QR codes to drive immediate action, and retarget viewers across multiple digital channels.
• Advertising investment continues shifting toward CTV. Billions of marketing dollars are moving into connected television because advertisers are achieving stronger audience targeting, better attribution, and improved return on ad spend (ROAS).
• Early testing creates a competitive advantage. Marketers who begin experimenting with CTV now can build experience, optimize campaigns, and develop winning strategies before the channel becomes even more competitive.

 

I’ve been at the forefront of nearly every major advertising trend over the last four decades.

I’ve seen the rise of cable television.

The explosion of infomercials.

The birth of digital marketing.

The emergence of Google and Facebook advertising.

The rise of streaming video.

And now I’m seeing something that I believe is revolutionary.

Fox’s announced acquisition of Roku for approximately $22 billion isn’t just another media merger.

It’s a breakthrough for direct marketers.

Because for the first time, one major media company is bringing together:

• Content
• Distribution
• First-party data
• Streaming technology including addressable TV to your own database
• Advertising infrastructure

And that combination is creating enormous opportunities for direct-to-consumer marketers who act now.

Here are 7 ways direct marketers can profit from the breakthrough:

1. Fox isn’t buying hardware. It’s buying a powerful new marketing channel.

Most people think Roku is a streaming device company that Fox is buying.

That’s wrong.

Fox is buying:

• Access to more than 100 million streaming households worldwide.
• A massive audience they can be clearly targeted.
• The operating system powering millions of televisions.
• A large advertising platform.
• Valuable first-party viewing data.

The real asset isn’t hardware.

It’s data targeting for higher response.

And the ability to convert the audience into measurable response.

For direct marketers, that’s exciting.

Because data targeting is where sales begin.

2. The new media giants are owning content plus distribution plus data.

The combined Fox-Roku company will become the third-largest player in U.S. television by share of viewing.

Only YouTube and Disney are larger.

The combined company would rank ahead of Netflix and Paramount

Think about what Fox brings:

• FOX News
• FOX Business
• FOX Sports
• Entertainment programming
• Tubi
• Streaming services
• Live events

Now combine that with Roku’s:

• Operating system
• The Roku Channel
• Household relationships
• Advertising technology
• Audience data

The old media model was:

Content → Distribution → Advertisers

The new model is:

Content + Distribution + Data + E-commerce

Whoever controls all four has enormous power.

And direct marketers are benefitting.

3. Here’s why this is a breakthrough for direct response advertising:

For decades, marketers had to choose.

Digital gave you:

✓ Precise targeting
✓ Measurement
✓ Attribution

But often lacked television’s emotional power and reach.

Television gave you:
✓ Emotional impact
✓ Prestige
✓ Powerful storytelling

But lacked precise targeting.

Connected TV is increasingly bringing the best of both worlds together.

Imagine:

• Showing commercials only to your customers or prospects.
• Buy-a-like audience
• Showing commercials to households that resemble your best customers.
• Showing commercials only to people likely to buy.

Then deploying a multichannel marketing approach:

• Retargeting them online.
• Following up with email.
• Serving social media ads.
• Sending direct mail.

All accountable. All targeting specific audience data.

That’s not science fiction.

That’s where the industry is heading.

And the Fox-Roku deal is accelerating it.

4. First-party data just became even more valuable.

For years marketers obsessed over:

• Third-party cookies.
• Pixels.
• Platform audiences.
• Social media algorithms.

Those are still important.

But increasingly your greatest asset will be something much simpler:

Your customer or project database.

Imagine uploading:

• Buyers
• Prospects
• Subscribers
• Donors
• Past customers
• House files of any type

And using that data to help identify and reach households watching streaming television.

Yes, only that audience. No waste. Perfect targeting.

That’s incredibly powerful for any marketing.

Yes, for B2C…

And yes, for B2B.

In fact, Roku previously partnered with Amazon Ads, allowing advertisers to access Roku’s authenticated audience through Amazon’s DSP ecosystem. That partnership demonstrated the growing value of combining streaming audiences with sophisticated advertising technology. (AdExchanger⁠)

The future belongs to marketers who know how to integrate data across channels.

5. Follow the money.

Advertising dollars are flowing into Connected TV.

And for good reason.

CTV has become the best performing media – generating greater response at a better cost per sale or cost per lead than digital.

Roku’s advertising business grew 18% year over year and reached record levels in 2025, outperforming the broader OTT and digital advertising markets.

Meanwhile, Fox generated more than $1.5 billion in advertising revenue in a single quarter.

Why?

Because advertisers are seeing:

• Better targeting.
• Better attribution.
• Better engagement.
• Better storytelling.
• Better ROAS.

The money is following the results.

And smart marketers should pay attention.

6. Streaming has already won.

Here’s something many marketers still don’t fully appreciate.

Streaming is no longer the future.

It’s the present.

According to Nielsen, streaming surpassed the combined viewing share of broadcast and cable television for the first time in history in 2025. (Nielsen⁠)

Your prospects are there.

Your customers are there.

Your competitors are increasingly moving there.

The only question is:

Will you be there, too?

7. Here’s why you can no longer wait to test CTV:

For years many marketers dismissed Connected TV.

“It’s too expensive.”

“It’s difficult to measure.”

“It’s only branding.”

Those objections are becoming obsolete.

The Fox-Roku deal is another signal that television is changing.

Fast.

Soon your competitors may be able to:

• Reach their best prospects at home.
• Match television viewing with customer data.
• Use QR codes to generate immediate response.
• Create multichannel marketing to the same audience you use for CTV.
• Retarget viewers across every channel.
• Measure results with increasing precision.

The question is no longer:
“Should I test Connected TV?”

The question is:
“How quickly can I test Connected TV before my competitors gain an advantage?”

I’ve watched every major advertising revolution over the last four decades.

This may become one of the biggest.

The combination of:

• Television’s emotional impact
• Digital’s accountability
• First-party data
• AI-powered targeting
• Multi-channel integration
  is creating something marketers have wanted for years:

A more measurable, more profitable form of television advertising.

Action:

At CDMG, my direct response ad agency, we’ve been helping clients test emerging media for decades.

Today we’re helping marketers integrate:

• Connected TV
• Addressable TV
• First-party data
• AI-driven targeting
• Direct mail
• Email
• Digital advertising
  into campaigns designed to maximize response and ROAS.

If you haven’t begun testing CTV yet…

Now may be the best time to start.

Because the future of direct response advertising may already be appearing on

your customers’ television screens.

Call Michael at 615-933-4647 or email him at [email protected].

FAQs:

Q: What is Fox buying in the Roku acquisition?
A: Fox is acquiring Roku in a cash-and-stock deal valued at approximately $22 billion. The acquisition includes Roku’s streaming platform, advertising technology, operating system, The Roku Channel, and access to more than 100 million streaming households.

Q: Why is the Fox-Roku deal important for direct marketers?
A: The deal combines content, distribution, first-party data, and advertising technology into one ecosystem. This could accelerate Connected TV advertising and create new opportunities for targeting, attribution, and direct response campaigns.

Q: What is Connected TV (CTV)?
A: Connected TV refers to television content delivered over the internet through smart TVs, streaming devices, or streaming platforms. It allows advertisers to combine television’s storytelling power with digital-style targeting and measurement.

Q; How can direct-to-consumer companies use CTV?
A: DTC marketers can use CTV to target specific audiences, integrate customer data, employ QR codes for immediate response, retarget viewers across channels, and measure campaign performance more precisely than traditional television.

Q: Is Connected TV replacing traditional TV advertising?
A: Not entirely. But streaming is rapidly growing and now accounts for a larger share of TV viewing than broadcast and cable combined. Many marketers are shifting budgets toward CTV because of its targeting and measurement advantages.

About Craig Huey:

Craig Huey is the founder of Creative Direct Marketing Group (CDMG), an award-winning direct response advertising agency specializing in AEO strategy, lead generation, conversion optimization, direct mail, email marketing and multichannel digital advertising.

Huey and his team have won more than 120 marketing awards and have helped businesses improve response rates through tested direct response copywriting and data-driven marketing campaigns.

Unlock Explosive Growth with CDMG, Inc.
Your Partner for Digital Success 

In today’s fast-paced world, you need more than just an agency—you need a partner who drives growth, amplifies your brand, and delivers results that matter. That’s where CDMG comes in. 

We’re not just another ad agency. We are a top advertising and marketing powerhouse that specializes in driving real, measurable results and profits. Our award-winning team, led by marketing veterans Craig and Caleb Huey, is dedicated to supercharging your advertising efforts and transforming your business. 

Why CDMG? 

• Proven Success: 120 prestigious awards in 2024 alone. 

• Data-Driven Strategy: We don’t guess. We know what works. Our campaigns are crafted with precision to deliver maximum ROI. 

• Expertise Across the Board: From media buying to digital copywriting, testing, and direct-to-consumer strategies—we’ve got it all covered. 

• Real Results: We’ve helped launch new products, reposition brands, and turn small businesses into multimillion-dollar success stories. 

Let us help with your video needs!
We produce:
• Pre-roll videos
• Video sales letters (VSLs)
• TV commercials
• Infomercials
• Addressable TV
• Videologs
…and much more! 

Whether you’re looking to launch a new product, reposition your brand, or supercharge your e-commerce growth, CDMG is the partner you need to dominate your market. 

Are you ready to see how we can drive your growth?
Let’s talk. Call Michael Oppenheimer at 615-933-4647 or email [email protected] today. Don’t wait—start transforming your marketing results now with CDMG, Inc. 

Act now, grow faster, and achieve more with CDMG.