Roku Launches Advertising Brand Studio for 'New Creative Ad Formats'

Longer commercials are coming to The Roku Channel, which announced Tuesday it’s launching an advertising brand studio to produce “new creative ad formats and TV programming tailored for marketers.” The studio will help marketers “go beyond the traditional 30-second TV ad spot and amplify big moments in the marketing calendar.” That includes commissioned short-form TV programs, interactive video ads and other branded content on The Roku Channel, it said. “The shift to TV streaming has accelerated and leading advertisers are going beyond the 30-second ad,” said Dan Robbins, Roku vice president-ad marketing, saying streaming has “creative flexibility that goes beyond what traditional linear TV can offer to marketers." Lexus shifted ad budgets to TV streaming, allowing the carmaker to "go beyond traditional advertising to move the needle on purchase consideration,” said Media Manager Lisa McQueen. As part of the studio launch, Roku inked a deal with the Funny Or Die branded entertainment division for several branded content team members to join Roku, said the streaming platform. It will give more details at its livestreamed Interactive Advertising Bureau NewFronts presentation on May 3.