Roku launched the Direct Publisher tool on Wednesday to enable publishers to surface their video content on its streaming boxes. The tool allows publishers to create their own channel on Roku without writing any code. Roku will build a channel once the publisher provides a feed of their video content and will handle ad sales for the channel. The ad revenue will be shared at a 60-40 split between Roku and publishers.
What Brands Need To Do
With viewers increasingly choosing on-demand viewing over linear TV, advertisers have been eager to reach viewers on OTT streaming services, which are typically subscription-based and ad-free. Therefore, Roku’s offering is valuable for brands as they may set up their own video channel on Roku to surface their branded content. And for brands without a robust content library, this Roku initiative should still open up more ad-supported channels on Roku that brand marketers can leverage to reach cord-cutters and cord-nevers.
To read more on how brands can deal with TV’s shift toward streaming platforms, please check out the Appified TV section in our Outlook 2016.