Roku, Inc. (ROKU) is seeing its shares rise in Wednesday’s morning trading session following the launch of Roku Ads Manager, a self-service platform tailored for Connected TV (CTV) performance advertising.
Roku is positioning Ads Manager as a solution for growth marketers across all direct-to-consumer brands. The platform provides a seamless experience for purchasing CTV video ads, catering to brands of all sizes. Louqman Parampath, VP of Product Management at Roku, emphasizes the platform’s ability to meet the evolving needs of marketers who are increasingly shifting away from traditional linear TV ad formats and seeking to expand beyond search and social media.
Roku highlights the unique features of Ads Manager, including its ability to deliver data, optimization, and advertising formats not available in other CTV self-serve solutions. One notable feature is native shoppable campaigns with Shopify, allowing consumers to make purchases directly through their Roku remotes. Additionally, marketers can create interactive video overlays that enable viewers to send themselves text messages while watching ads.
Roku Ads Manager utilizes Roku’s direct premium inventory, offering competitive pricing and spending efficiency without third-party fees. The platform’s buying experience is designed to mirror the familiarity of search and social media platforms, making it user-friendly for marketers.
While ROKU stock has experienced a year-to-date decline of over 14%, investors can access exposure through ETFs like ARK Next Generation Internet ETF (ARKW) and iShares U.S. Telecommunications ETF (IYZ).
The launch of Roku Ads Manager highlights Roku’s strategy to capitalize on the growing CTV advertising market by providing a platform that caters to the evolving needs of growth marketers. With its unique features and focus on user experience, Roku Ads Manager could be a significant driver for the company’s future growth.
