Roku Unveils AI-Powered Ad Context Matching

Roku Unveils AI-Powered Ad Context Matching

Roku has unveiled a raft of new ad tools for its connected TV platform at the IAB NewFronts in New York, chief among them is a new AI tool that matches ad spots to the most relevant moments in shows and movies on The Roku Channel.

The new AI tool searches through the Roku library for “iconic plot moments” that match a brand’s message to place their ad in real-time.

For it to work, media buyers first need to tell Roku their campaign’s theme. From there, the AI searches the Roku library to find key moments. For example, when Tim Gunn says “make it work” during Project Runway it would be prime time for an apparel company to place its ad.

The company also said that its “Roku City” screensaver that shows when the TV will be opened up to brands. The Roku City is exactly that, an illustration of a city replete with billboards, a skyline and houses. Previously, the billboards directed users to stream content but now they will show brands. McDonald’s has already signed up for the service and it will run its campaign over the coming months. Roku said that the screensaver is used by nearly 40 million homes.

Roku also introduced new discovery tools that allow brands to host content in areas such as Home & Garden and Sports. These curate content from across TV on the Roku Home Screen. When users search on Roku, they might see a featured collection of shows presented by a brand partner.

The company also introduced a Primetime Reach Guarantee deal that would ensure brands would reach more TV households in primetime than the average program airing on a top-five cable channel on traditional TV.

“We’re uniquely positioned to make brands unmissable in TV because Roku is not fighting for turf in streaming—we are the turf,” said Alison Levin, Roku’s vice president of ad revenue and marketing solutions, in a press release.

“We’re bringing the entire power of the platform, not just the pieces, to give marketers more of the scale, delight, and flexibility that they love in TV.”

Lead image credit: Roku/TechCrunch




Please login with linkedin to comment

roku

Latest News

Limited Tickets Still Available For First Ever Industry Pantomime
  • Advertising

Limited Tickets Still Available For First Ever Industry Pantomime

With just over 24 hours to go until the world premiere of Addy Lala and the Mood Tea Thieves, limited tickets are still available for the pantomime, which will run for one night only at the Everest Theatre in Sydney’s Seymour Centre on December 5th. All in the industry are encouraged to come along to […]

Palin Communications joins GlobalCom PR Network
  • Marketing

Palin Communications joins GlobalCom PR Network

Specialist Australian health PR agency, Palin Communications, has joined GlobalCom PR Network with a view to delivering meaningful, consistent, impactful, global health campaigns across a range of countries and regions.

2045: A New Melbourne-Based Creative Agency Founded by Tim Evans and Nick Auditore
  • Marketing

2045: A New Melbourne-Based Creative Agency Founded by Tim Evans and Nick Auditore

2045, a Melbourne-based creative agency founded by Tim Evans and Nick Auditore has just launched. The agency takes its name from the year futurist Ray Kurzweil predicted organic and artificial intelligence would converge. Lead Image: 2045 Team Evans was formerly a Partner and Executive Strategy Director at DT (now AKQA), before co-founding B.B.E in 2015. […]

New Years Eve fireworks
  • Marketing

National Breast Cancer Foundation Announced as Charity Partner For NYE Sydney

The National Breast Cancer Foundation has been announced as the Charity Partner for Sydney New Year’s Eve. The Australian not-for-profit organisation is represented by the pink ribbon and raises money to fund world-class research towards its vision of zero deaths from breast cancer. Research that saves lives through a better understanding of how to prevent […]

Emporium Unveils Unique Christmas Campaign: “Every Tradition Starts Somewhere”
  • Campaigns

Emporium Unveils Unique Christmas Campaign: “Every Tradition Starts Somewhere”

This holiday season, Emporium Melbourne has announced its festive creative campaign that celebrates and encourages the Melbourne community to embrace their personal ‘untraditional traditions’ – the unique traditions that make Christmas truly special for them, and their family. The campaign’s tagline, “Every tradition starts somewhere”, reflects Emporium’s commitment to embracing, inspiring and applauding diverse traditions […]

Reddit Updates Conversation Placement Ads Formats
  • Technology

Reddit Updates Conversation Placement Ads Formats

Reddit has announced updates to its new ads placement with Carousel Ads and Product Ads. These new units, placed in the heart of Reddit discussions, provide an even more dynamic and compelling way for advertisers to scale to relevant audiences, deliver deeper value to users, and drive stronger, full-funnel performance among the hundreds of thousands […]

Full Throttle Into 2024: Drive.com.au Announces 12 New Products In 2024 Upfronts
  • Media

Full Throttle Into 2024: Drive.com.au Announces 12 New Products In 2024 Upfronts

Automotive Network Drive has announced its 2024 upfronts, its biggest in more than a decade, with a suite of more than 12 new products that underpin its vision to be the number one automotive network in Australia. Now in its 27th year and with a monthly audience of 2.45 million, Drive is leveraging its reputation […]