What Happened
Best-selling set-top box Roku is adding one-click-to-install ads to its platform. The company is working with Innovid to streamline its existing clickable ads in order to simplify the subscribing process. Soon, Roku users will be able to subscribe to specific channels, i.e. install third-party apps on their Roku, by simply clicking a button within the new ads. Roku rolled out a new OS last April to improve its content discovery and curation, and this new ad product is a clear continuation of such efforts.
What Brands Need To Do
In this age of Peak TV, how to break through the clutter and aid in content discovery is a top priority for media owners and brands. Some brands have created their own Roku channel to promote their branded content. For example, action camera maker GoPro launched its own channel on Roku last year to showcase the thrilling branded video content it has. Now with the new app-install ads, brands will be able to attract viewers of other channels into subscribing to their branded channel and checking out branded content on Roku.
Source: Fast Company