A US brand that sources power tools from China already has a streaming spot in market. The next proposal offers a broader package with live programming and home-screen inventory. The agency wants another edit. Ask first whether the extra buy adds households, repeats delivery to the same ones, or does both.
Ownership and campaign reporting are different facts
On November 6, 2026, Fox Corporation confirmed that it had completed its acquisition of Roku. In a separate November 4 announcement, Roku Advertising described Outcomes Amplify for enterprise advertisers, including frequency controls and reach goals against an existing media plan. Neither release establishes common reporting or a shared frequency cap across the specific orders on your desk.
Use the ONCE added-household brief
Give the seller the baseline you will actually run: placements, geography and dates. Ask which inventory the measurement covers, how it defines a household and how it treats overlap. Set aside sources that can only be reported separately. A household counted once in each seller’s report can still be the same household.
Compare the extra media, measurement and required production cost with the added households above that baseline. That is your cost per added household. If the numerator is firm but the denominator cannot be verified, evaluate the offer as a standalone placement and label the overlap unknown. If the goal is reinforcement, agree on the frequency objective instead. Added reach does not establish incremental purchases.
Ask production to solve a placement problem
Start with the approved tool spot. Verify its rights and technical fit for the inventory on offer. If a confirmed placement calls for a different action, such as a remote-control interaction, brief a version that makes sense on its own. In the first market, request overlap and frequency alongside added reach before renewing the package. For the next step after the impression, see ONCE’s CTV order-readiness guide.
