Roku’s home screen may soon add more ads.
Roku plans to “immerse advertisers in more parts of the home screen” by adding interactive and shoppable ad formats, Kristina Shepard, Roku’s vice president of global ad sales and partnerships, told AdExchanger during CES last week.
Bringing more ads to its home screen will give marketers the chance to reach viewers who may use the ad-free version of popular streaming services like Disney+ or Netflix.
This comes after Roku has been working on expanding its presence among a competitors. This would in turn draw in more advertisers. The streamer also released its own line of smart TVs, began incorporating ads into more aspects of its service last year.
Roku is the latest company to explore including shoppable ads in its product over the last few months. Shopping ads directly from your TV appears to be part of a larger trend to provide users with a more consolidated experience across devices. Interactive ads also represent a new revenue opportunity at a time when media companies are seeking to cut costs and turn a profit on their pricey streaming services.
This also comes as Amazon recently added auto-play full-screen video ads when customers turn on their Fire TV.
Prior to Roku, companies like Disney, DAZN and smart TV manufacturer Telly, home entertainment startup Displace, and NBCUniversal and Walmart have all made announcements that they’re adding ways for viewers to shop directly from their TVs.
Roku wasn’t immediately available for comment.