2024-01-19 19:58:50
If you thought your Roku TV home screen was already crowded enough, get ready for even more ads to bombard your display.
According to the AdExchanger ad publication, Roku is looking to bring a series of new campaigns focused primarily on interactivity and shopping through your TV. In the midst of CES last week, the company’s VP of global sales and partnerships, Kristina Shepherd, explained that Roku will “immerse advertisers in more parts of the home screen.”
As one of the leading TV software providers and now even a hardware distributor, bringing to market several new display options like last year’s Roku Plus Series 4K QLED TV, the company aims to invite a whole new way to monetize its customer base.
The best way to do this? Grab their attention the moment they turn on the screen.
All ads in one place
In June of last year, Roku launched a new click-to-buy ad feature that allowed businesses to sell items to Roku TV customers through Shopify. It was one of the first strategies to highlight Roku’s evolving new mindset in terms of monetization, ensuring its TV OS platform can thrive in a new era of advertising.
Now it aims to make accessing your favorite apps even more annoying – not to mention personalizing your home screen – with interactive campaigns and additional shopping at the heart of its new strategy. Previous years’ iterations, like last year’s virtual showrooms and virtual catalogs, will only thrive on Roku devices.
Speaking to AdExchanger, Shepherd described Roku’s vision as one of getting its software into as many households as possible. This gives Roku a wide reach when it comes to ads, because with more reach comes more advertising opportunities, which then equals more money.
The company has just announced a new lineup of Roku Pro TVs for 2024 that will aim to make this ad-filled home screen vision a reality. In addition, these ads will not be based only on media and entertainment products only, as they will also include campaigns for everything from clothes to household needs.
While users can still change how Roku advertises to a user, which can be done on its website in its ad preferences window, it’s not like you can get rid of them entirely. With this, users can simply change what types of ads and who is being marketed to them, as opposed to limiting their reach – a reach that currently takes up to a third of the screen.
Unfortunately, Roku isn’t the only platform experimenting with paid advertising: Amazon Prime Video, Netflix, and Hulu are starting to roll out more ways to monetize viewers through such campaigns.
Is there a way to escape ads? Even the best TVs don’t come ad-free, but you can add a separate streaming player, like Apple TV 4K, to avoid the ads.
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