It certainly looks like streaming TV is where the bucks are at, with everyone trying to get brands in on where the action is. And Roku is no different.
Precise targeting is possible, which brings with it better engagement with audiences. And marketers can measure the effectiveness of their campaigns easily.
Gen Z and Millennials are all about streaming tv. Gen Z doesn’t even know cable or know any different. So advertisers and brands do well to engage this generation through strategically placed marketing messaging.
All these options that Roku is coming up with are great for marketers and brands. Whether it is hosting a segment (like Walmart and Home and Garden) or sitting on the screen saver, right there for users to see, they are all great places to be for brands and marketers. Brands can pick and choose where they want to be for the highest level of engagement and resonance that can be created with audiences.
With AI in the mix, it just takes things to a whole different level. For brands to be able to match the messages in their campaigns, with key moments in the content that is being streamed, is truly taking things to a higher league.
Brands need to be careful to create truly outstanding content that will get the attention of someone watching a show or movie. It has to be tastefully done, without a doubt.
On the flip side, will users find this kind of advertising that shows up right in the middle of whatever it is they are watching, distracting or intrusive?
My guess is that they have to learn to accept it. Roku must learn to balance the right balance of ads and content. How much is too much? They mustn’t lose subscribers in the bargain.
But will they?
After all, the future is very likely to be free streaming services that are fully ad-supported. It is coming! Coming, really soon!