Next in Media spoke with Peter Hamilton, Head of Ad Innovation at Roku, about the state of CTV ad products, the company's new self-serve ad product, and what's holding back more social media brands from taking the plunge into CTV.
Next in Media spoke with Peter Hamilton, Head of Ad Innovation at Roku, about the state of CTV ad products, the company's new self-serve ad product, and what's holding back more social media brands from taking the plunge into CTV.
Sponsored By Moloco & Epsilon
Takeaways:
• CTV Advertising Innovation: Roku is constantly releasing and testing new products in CTV advertising, including interactive capabilities, commerce integrations, and unique user experiences like Roku City and discovery destinations like the Sports Zone and Food Zone.
• Focus on Consumer Experience: Roku prioritizes the viewer experience over profit, ensuring that ads do not disrupt the simplicity and delight of TV viewing.
• Scalability and Long-term Innovation: Roku focuses on creating scalable, long-term advertising products rather than short-term flashy innovations.
• Interactive and Shoppable Ads: Consumers have shown a growing interest in interactive and shoppable ads on TV, with research indicating they expect these options.
• TV as an Entertainment Device: Roku emphasizes that TV is fundamentally different from digital devices, serving as an entertainment medium rather than a work, search, or social tool.
• Leveraging Roku's Ecosystem: Roku, as a TV-focused company, offers a platform that integrates with various CTV apps without competing with them.
• Remote as Central Interaction Tool: Despite the rise of mobile devices, Roku finds that the TV remote remains the preferred tool for interacting with TV content.
Guest: Peter Hamilton
Host: Mike Shields
Sponsor: Moloco & Epsilon
Producer: FEL Creative