One company that has been impressively upgraded is Roku. With its original titles, Roku Originals has helped attract new users and helped make The Roku Channel one of the top five channels on the Roku platform in the United States. Through The Roku Channel, Roku Brand Studio and One View, this platform offers more than 70,000 titles for free and has a strong base of audiences 18-49.
As part of NewFronts 2022, Roku said it is betting heavily on original productions to attract audiences and advertising revenue. Thus, it has signed important agreements with studios such as Lionsgate, Marquee Brands and Milk Street Studios. Highlights include new original series with Martha Stewart, Christopher Kimbally and Chef Emeril Lagasse.
“The goal here is to take a variety of content and bring it to the platform and really resonate with our consumers, all from a premium perspective and back it up with advertising,” said Kristina Shepard, director of agency partnerships and national brand team leader at Roku, in an interview with Adweek’s Mollie Kahilani.
Another innovative strategy is the one developed to attract advertising revenue and generate purchases from the users’ screen. Roku has created a new program powered by OneView, which will combine ads and purchase option with its unique Roku Pay wallet. With these powerful content and commercial tools, Roku intends to gain ground in the digital shopping market.
This works by adding a purchase option to existing ads, so streamers can click ‘Accept’ within the existing ad. Roku will then optimize the ad where streamers are most likely to pay attention, and a message will be sent to a registered phone number with the link to the brand’s website.
Roku also announced a partnership with Microsoft, which it described as “an industry first.” Microsoft Audience Insights works to explore how television advertising, both linear and broadcast, affects online searches.
Last month, the company introduced an end-to-end dynamic linear ads beta program with publishers, which will roll out widely in the second quarter. AMC, Discovery, Crown and Paramount have already signed on as partners.
In February, Roku added Nielsen Digital Ad Ratings audience guarantees to OneView, which the connected TV company said made OneView the first ad-buying platform to enable Nielsen guarantees on streaming TV. .
There’s also the Roku Ad Watermark, a free technology that validates video ads across Roku platforms. A variety of partners have signed on, including Discovery and Fox.
Most recently, Roku announced its clean room, which it says will allow advertisers and agencies to use proprietary data to make it easier to plan and measure ad campaigns with Roku.
