By Jonathan Easton
Roku has further expanded into advertising with the launch of a brand studio dedicated to new formats and TV programming tailored for marketers.
The company said that this dedicated brand studio will help marketers to “go beyond the traditional 30-second TV ad spot and amplify big moments in the marketing calendar.” This includes advertiser-commissioned short-form TV programming, interactive video ads and branded content on The Roku Channel – the company’s AVOD platform.
The studio’s launch completes an agreement with the Funny Or Die Branded Entertainment division, with a number of the company’s branded content team members joining Roku. These include industry veterans Chris Bruss and Brian Toombs from Funny Or Die and Rachel Daly Helfman from Snap Inc.
Vice president, Ad Marketing, Roku, Dan Robbins said: “The shift to TV streaming has accelerated and leading advertisers are going beyond the 30-second ad. We’re excited to launch a new advertising brand studio for marketers to create streamer-first campaigns on America’s #1 TV streaming platform.”
The launch comes ahead of the upcoming TV Upfronts, with Roku saying that it will unveil additional details, partners and advertising projects at its IAB NewFronts presentation on May 3, 2021.