Roku launches Ads Manager, a self-service tool for CTV advertising

Roku, the leading TV streaming platform in the U.S., has unveiled Roku Ads Manager, a self-service advertising platform tailored to performance marketers looking to advertise on the growing connected TV (CTV) space. The new tool is designed to make it easier for businesses of all sizes to access CTV advertising, offering an intuitive interface and optimization capabilities. Roku Ads Manager is especially noteworthy for its integration with Shopify, enabling direct-to-consumer brands to run self-service shoppable ads on Roku’s platform.

With the increasing shift of TV ad budgets from linear broadcasting to streaming, marketers are eager to explore CTV as a performance-driven channel beyond traditional search and social media ads. Roku’s new Ads Manager aims to empower these marketers with a user-friendly solution that offers unique CTV ad formats and direct access to premium ad inventory. Louqman Parampath, VP of Product Management at Roku, emphasized the platform’s accessibility: “We’ve built Roku Ads Manager to meet the needs of growth marketers, giving them a powerful, self-serve tool for reaching customers through CTV, while also offering advanced optimization features.”

One of the platform’s most compelling innovations is the integration of Shopify Checkout, marking the first time Shopify merchants can create shoppable ads directly within a CTV environment. Consumers can now purchase products directly from their TV screens using a Roku remote, creating a seamless shopping experience that merges entertainment and e-commerce.

In addition to the Shopify integration, Roku Ads Manager introduces several other features designed to boost campaign performance. Marketers can take advantage of “Action Ads,” a new format that allows viewers to interact with video ads by sending themselves a text message to follow up on offers. The platform also boasts competitive pricing, leveraging Roku’s direct inventory to offer CTV ads without third-party fees, enabling marketers to stretch their ad budgets further.

“Roku is uniquely positioned to help performance marketers optimize their CTV campaigns, offering a range of ad formats that go beyond what’s available on other platforms,” said Mani Fazeli, VP of Product at Shopify. “This partnership is opening new doors for Shopify merchants to engage directly with viewers, giving them the ability to shop seamlessly from their living rooms.”

In November of last year, Roku revealed a strategic collaboration with Unity aimed at helping mobile app businesses expand their app install campaigns into the realm of TV streaming. The TV streaming platform had also announced a partnership with Spotify to bring video ads to the streaming experience.