Roku launches Ads Manager

Roku, America's leading TV streaming platform, unveiled its new Roku Ads Manager on September 18, 2024. This self-service advertising solution aims to simplify connected TV (CTV) advertising for growth marketers, particularly those accustomed to digital platforms like search and social media.

According to Peter Hamilton, Head of Ad Innovation at Roku, the Ads Manager is custom-built for performance, allowing marketers to run ads alongside premium content and top ad-supported channels. The platform enables brands to reach their target audience where they are already engaged, leveraging Roku's position as the number one TV streaming platform in America.

Roku's reach is substantial, with the company claiming that 47% of US TV streaming time occurs on its platform. The Roku Home Screen alone reaches 120 million people daily, providing advertisers with a vast potential audience.

The Ads Manager offers several key features designed to appeal to performance-focused marketers:

1. Optimization and Performance: Roku's extensive reach in CTV powers insights used to drive both awareness and bottom-of-funnel engagement. The platform's built-for-CTV algorithms optimize CTV ads in real-time, whether the goal is to build awareness or drive conversions.
2. Efficiency and Competitive Pricing: By offering direct access to premium inventory, Roku enables competitive CTV pricing and spending efficiency without third-party fees.
3. Action Ads: Marketers can easily generate interactive video overlays, allowing viewers to send themselves a text message while watching a video ad. This feature enhances engagement and provides a direct path for viewers to take action.
4. Shopify Integration: In a first for CTV advertising, Shopify merchants can now launch self-service shoppable ads that allow consumers to check out directly on-screen using their Roku remote. This integration connects Shopify catalogs with Roku Ads Manager, enabling merchants to build, run, and measure TV streaming advertising campaigns with ease.
5. AI-Powered Video Upscaling: To address potential creative limitations, Roku offers an AI-powered video upscaling tool. This feature enhances the resolution of digital creative, making it easier for marketers to repurpose existing assets for CTV campaigns.

The launch of Roku Ads Manager comes at a time when TV ad spending has shifted decisively away from linear television. Roku positions this platform as a way for digitally-native marketers to diversify beyond search and social media advertising, tapping into the growing CTV market.

Louis Chong, Paid Acquisition Manager at Acorns, commented on the platform's potential, stating, "CTV is a rapidly expanding category, and Roku is uniquely placed to provide new incremental ad inventory to reach new audiences. A consistent CTV presence tends to generate stronger CVR over time."

Louqman Parampath, VP of Product Management at Roku, emphasized the platform's unique offerings, saying, "Roku Ads Manager is uniquely positioned to offer data, optimization, and ad formats that no other CTV self-serve solution has, like native shoppable campaigns with Shopify, all while providing a familiar buying experience similar to search and social."

The Ads Manager is designed to be user-friendly, with a simple four-step process to launch a campaign:

1. Create an account
2. Choose an objective and target audience
3. Upload creative for approval
4. Launch the campaign and measure results

For marketers new to CTV advertising, Roku Ads Manager offers a familiar interface similar to other digital advertising platforms. The company claims that campaign setup follows a similar flow to what marketers are accustomed to, from budgeting to setting up audiences, measurement, and adding creative.

Roku's move into self-service CTV advertising reflects the growing importance of streaming in the overall media landscape. As more viewers shift away from traditional linear TV, platforms like Roku are positioning themselves as essential channels for advertisers looking to reach engaged audiences.

The launch of Roku Ads Manager also highlights the convergence of e-commerce and entertainment, with features like shoppable ads and Shopify integration blurring the lines between content consumption and online shopping.

Key facts about Roku Ads Manager

• Launched on September 18, 2024
• Offers self-service CTV advertising for growth marketers
• Provides access to Roku's platform, which accounts for 47% of US TV streaming time
• Features include optimization tools, competitive pricing, Action Ads, and Shopify integration
• Designed to be user-friendly with a familiar interface for digital marketers
• Aims to democratize access to CTV advertising for businesses of all sizes