Over half of Roku’s revenue now comes from ad sales and subscriptions. To help grow that earlier this year Roku launch their own ad-supported streaming service called The Roku Channel. Now Roku has announced a new audience marketplace for ad sellers and buyers who want to advertise on Roku.
Already major media companies have announced deals to sell ads through the Roku marketplace including Fox, Turner, and Viacom. This will let buyers of ads on Roku Channels like Fox Sports Go carefully target the viewers they want. Hopefully resulting in far more relevant ads showing up for the end user.
“The business of streaming is winning – both in the minds of consumers and advertisers,” said Seth Walters, VP, Demand Partnerships, Roku. “As the industry’s leading TV streaming platform, we’re well-positioned to empower our publishers to unlock the full potential of OTT advertising and help them to meet the needs of brands and consumers.”
“Over-the-top distribution has been a key audience driver for Turner’s portfolio of premium content, with Roku being one of the preeminent partner platforms,” said Larry Allen, Vice President, Ad Innovation & Programmatic Solutions, Turner. “Participating in Roku’s Audience Marketplace gives us access to rich insights and enhanced audience targeting capabilities, extending the ability for ad buyers to reach and engage with streaming viewing audiences that are critical to grow their business.”
“Roku’s ability to precisely message luxury auto-intenders in premium TV programming unlocks great value for our clients,” said Garrett Winkler, Director of Connected TV Lead, Modi Media. “It helps significantly reduce waste and delivers a more relevant viewing experience. We see this as a huge step towards unifying targeting for connected TV campaigns.”
This new Roku Market Place is just one more sign of how Roku is no longer just a streaming player company but more of an ad based company.
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