Benefits of using your own ad server for Roku channels
Back in the day, advertisers were limited to traditional TV, radio, and newspapers to get the word out about their products and services. Things began to change with the arrival of the internet, with businesses able to get their message out inexpensively and quickly, while also being able to hit a targeted audience. One place where some advertisers don’t always think about is Roku for ad serving, which is crazy when you consider that there are roughly 50 million people currently using Roku. For those who may not be aware, Roku is a streaming device and app that hosts all manner of different channels that are basically accessible within a single app/device. There are channels made for all kinds of different subjects and that opens up many advertising opportunities. There are many reasons why using your own ad server
for your Roku channel is a great idea.
When you go to other video platforms, such as YouTube and Vimeo, there are many restrictions and policies in place when it comes to ad serving
. You often don’t get to control much of what is showing and only get a small revenue share. That is not the case when it comes to advertising on Roku when you become a Direct Publisher. There are so many ways that you can make the channel lineup work for you and your advertisers, which is something that we will get into in the next benefit.
Targeted ad placement
You, as the channel owner, know your audience best. When you put ads into your video content, the ideal thing is to put them where they will have the biggest impact. Something that your viewers might find relevant and interesting while they consume the video content. This targeted ad serving means a stronger probability of the ads being profitable and good ROI for your advertisers. To do this, you want control over which ads to show. Roku allows you to use your own video ad server
to place ads into your channel. You can place an ad on a specific video that is the most suitable. That is much better than relying on third-party ad networks or exchanges to serve whatever is available in their inventory.
When you have your own video ad server, you are in total control of the ads that you show. You are also in control of the ad rates
, which gives you the opportunity to draw in new advertisers with special and discount pricing for a limited time. There is no need to go through a middleman who takes a big chunk of from the ads that you are running. It may take a little bit of work to bring in advertisers at the start, but the profits and long-term direct relationship with advertisers make the effort worthwhile.
With your own ad server, you can mix ads from different sources. While you are trying to build a list of direct advertisers, you can still make money by serving ads from other ad networks and ad exchanges. This is the ideal way to increase revenue and keep the ads coming when you are trying to increase the number of direct advertisers. You can create a balance that maximizes ad revenue while smoothing out changes in seasonality or business cycle. Since you can make more selling your ad space to direct advertisers
, reserve premium ad spaces for those directly-sold ads. Non-premium or remnant ad placements can serve ads from ad networks and ad exchanges.
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