Photo credit: arstechnica.com
Roku, known for its widely used connected TV operating system, treads carefully in the advertising landscape. The company’s platform operates on a range of budget-friendly smart TVs, streaming devices, and projectors. To offset losses from its low-cost hardware, Roku relies heavily on generating revenue through advertisements integrated into its operating system, including on screensavers and the home interface.
This reliance on ads has prompted Roku to experiment with innovative advertising formats that assess and, at times, push the boundaries of user tolerance. While the company asserts its commitment to avoiding intrusive ads, skepticism remains about the sincerity of this promise.
Ads that Avoid Disruption
In a recent discussion with The Verge, Jordan Rost, Roku’s head of ad marketing, reiterated the company’s objective to deliver advertisements that do not disrupt the viewer’s experience.
“Advertisers aim to complement a positive viewing experience rather than disrupt it,” he shared in his conversation with The Verge.
Rost highlighted that Roku continuously explores various ad formats, engaging in extensive A/B testing on their platform while actively soliciting customer feedback. “We are in a constant state of refinement, studying what enhances user experience,” he stated.
Yet, many users find that advertisements contradict their desire for an improved streaming experience. For countless viewers, the most effective way to enhance their experience is by reducing the number of ads and simplifying content access. This is reflected in the popularity of Apple TV devices, which offer an ad-free experience and excel at consolidating content from multiple streaming services. Additionally, the increasing number of subscribers willing to pay for ad-free streaming options underscores a widespread disdain for advertising during viewing.
Source
arstechnica.com