Because roots are at the scalp, the heat from your head will make the color process faster on the roots...you have what colorists call "hot roots". You can try toning them down in a toner or semi permanent, or allow the length to gradually fade to the color of your roots.
That's only for bleach. We can start applying color on the roots, if the color turns out different (like OP's case) it's either because there was already a darker color on the ends/length or the ends were so porous that they "suck" the dye too much.
OP: My hair looked the same as yours when I put a lighter dye on top of a medium brown (and virgin roots).
You could try to lighten with honey and water mix, that always lifted some color for me (not so much virgin hair though) and then finish it off with another dye to blend (perhaps a light brown).
Like someone said you could dye the roots darker, but they can fade, you'd have to keep adding color always (perhaps henndigo so it doesn't damage).
You could also wait a little to fade and see if highlights wouldn't help to blend it better (tone everything after). Sulfates help a lot with fading.