Roku launches self-service Ads Manager for CTV marketers

Roku has introduced Roku Ads Manager, a new self-service platform aimed at growth marketers looking to diversify their advertising strategies beyond traditional search and social media. This launch comes at a time when TV ad spending is moving away from linear TV, signaling a new era for connected TV (CTV) advertising.

Optimized performance and efficient pricing

Roku Ads Manager offers access to premium advertising inventory on Roku’s extensive CTV network. This empowers performance-focused marketers with the ability to target and engage the right audiences effectively. Utilizing Roku’s data-driven insights, marketers can optimize campaigns to boost awareness and bottom-of-the-funnel engagement. With Roku’s direct access to premium inventory, advertisers can benefit from competitive pricing and spending efficiency without incurring third-party fees. This competitive pricing model gives marketers more value for their investment, making CTV advertising accessible to brands of all sizes.

Interactive features to drive engagement

The platform also includes interactive features designed to capture audience attention and drive action. One standout feature is “Action Ads,” which allow marketers to overlay interactive video elements onto their ads, enabling viewers to send themselves a text message while watching. This direct engagement approach makes it easier to connect with consumers in the comfort of their living rooms, enhancing the ad’s effectiveness.

Further pushing the boundaries of CTV advertising, Roku Ads Manager has integrated with Shopify to offer a shoppable ad experience. Shopify merchants can now create self-service ads that allow viewers to make purchases directly from the screen using their Roku remote. This seamless integration brings the e-commerce checkout process directly to the TV, streamlining the shopping experience and giving advertisers a new way to drive conversions.

A future-focused solution for marketers

Louis Chong, Paid Acquisition Manager at Acorns, highlights Roku’s value in the expanding CTV space: “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. With Roku’s ability to connect with relevant demographics – it just makes sense to have Roku part of the CTV mix.”

Louqman Parampath, VP of Product Management at Roku, elaborated on the platform’s vision: “In order to meet growth marketers’ needs across all direct-to-consumer brands, we built a seamless solution to buying CTV video ads for brands of any size. 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. This provides marketers a familiar buying experience similar to search and social platforms.”