Roku launches ‘Ads Manager’ to enable brands to create and manage CTV video ads

The platform claims it offers competitive CTV prices and provides direct access to premium inventory with no extra fees

Highlights:

• Roku Ads Manager allows brands to optimize campaigns across all Roku streaming content, including major services like Netflix, Prime Video, and Peacock.
• The platform integrates with Shopify, allowing merchants to create direct-to-consumer shopping experiences.
• Advertisers can target specific audiences and optimize for outcomes like site visits, app installs, or purchases.
• The platform introduces Action Ads, which enable interactive video overlays that engage viewers during the ad experience.

Roku has launched ‘Ads Manager,’ a self-service CTV ad platform that allows advertisers to manage their campaigns.

Roku Ads Manager serves as a one-stop solution for brands to attract consumers via CTV advertising. The platform allows advertisers to directly access Roku’s ad inventory.

What Roku’s Ads Manager does and how it works

Roku Ads Manager lets advertisers launch, manage, and optimize ads across Roku’s streaming ecosystem. Unlike traditional ad platforms that limit campaigns to specific services, advertisers can buy and position their ads via Roku’s Ads Manager.

The platform claims it offers control and optimization that have previously been limited to search and social media channels. Louqman Parampath, Roku’s VP of Product Management, said the platform offers data, optimization, and unique ad formats not found on other CTV self-service solutions.

Roku’s Ads Manager enables advertisers to create campaigns with advanced targeting options. This includes geolocation, TV networks, and audience segments.

According to Parampath, Roku’s Ads Manager is “a very easy media buying platform that is fundamentally targeting performance and growth marketers who are moving more and more of their buying dollars into CTV from traditional ways in which they bought social, search, and other digital channels,” he told AdWeek.

Integration with Shopify

Roku Ads Manager is also integrated with Shopify. It supports shoppable ads that let viewers purchase products directly from their screens using Roku remotes. Shopify merchants can now create ads directly on Roku.

Mani Fazeli, VP of Product at Shopify, said that integrating shopping into TV viewing caters to modern consumers.

Roku’s Action Ads

Roku Ads Manager also introduces Action Ads. Action Ads allow viewers to send themselves text messages while watching video ads.

Marketers can now create video ads that let viewers interact directly with the ads. For example, while watching an ad, viewers can click a button. This will send a text message to themselves with more info, a special offer, or links to download an app.

Roku’s competition

Roku’s Ads Manager launch follows similar moves by Disney, Hulu, Paramount, and Amazon. However, Roku lets advertisers target its entire ecosystem, not just individual streaming services.

Roku’s recent Q2 2024 earnings report shows its growing power in the streaming market. Its streaming hours rose 20% year-over-year, and the platform’s revenue increased 11% to $824 million.

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