The Pub Way is back! In the season two premiere of Seedtag's podcast for publishers, hosts Mike Villalobos and Tina Iannachino welcome Miles Fisher, Senior Director of Strategic Advertising Partnerships at Roku, to explore the dynamic and rapidly evolving landscape of Connected TV (CTV) on “Episode 15: Roku: The Power of Data and Transparency in CTV”.
With years of expertise spanning roles at T-Mobile Advertising and Google Marketing Platform, Fisher brings invaluable insights into how advertisers and broadcasters can adapt and thrive in this fast-paced industry.
Roku: From Streaming Hardware to CTV Pioneer
A key highlight of the episode is Roku's evolution. Originally launched as a Netflix project nearly two decades ago, Roku has transformed from a hardware manufacturer into a software-driven platform that powers TVs with its operating system. This pivot not only expanded Roku’s reach but also unlocked new opportunities in the world of CTV advertising.
Fisher explains how this shift positions Roku as a leader in delivering seamless user experiences, enabling innovative solutions for advertisers, including shoppable media—a game-changer that allows viewers to purchase products directly through their TV screens.
The Rise of Shoppable Media
Imagine watching your favorite show and effortlessly purchasing a featured product with just your remote. Thanks to Roku’s unique position as a TV operating system, this isn’t science fiction; it’s the future of advertising.
By leveraging first-party data—such as names, emails, and payment details—Roku creates frictionless shopping experiences tailored to user preferences. While many consumers still prefer making purchases on mobile devices, the growing adoption of shoppable ads signals a shift in consumer behavior that advertisers can’t afford to ignore.
Opportunities in the Shift from Linear to CTV
As traditional broadcasters embrace CTV, Fisher shares practical advice for making the transition successful. Collaborating with platforms like Roku can help broadcasters seamlessly adapt their content for streaming audiences while standing out in a crowded marketplace.
For advertisers, the benefits of CTV are clear. By tapping into first-party data, brands can deliver highly targeted campaigns that rival the precision of social media advertising. From reduced customer acquisition costs (CAC) to improved Return on Ad Spend (ROAS), CTV offers unparalleled opportunities for growth.
What’s Next for CTV?
The episode concludes with a look at the future of CTV. Fisher predicts a continued rise in ad-supported models, particularly in the FAST segment, as consumers push back against subscription fatigue. He also highlights the importance of niche programming—like women’s sports—to capture underserved audiences.
At the heart of this evolution lies data-driven transparency. Fisher emphasizes that the success of CTV advertising depends on giving marketers the tools they need to effectively plan, measure, and optimize their campaigns.
Next stop at The Pub Way
Packed with actionable insights and expert predictions, The Pub Way podcast is a must-listen for publishers navigating the intersection of technology, creativity, and advertising. Tune in now.
Ready to explore how contextual advertising can elevate your CTV strategy? Contact us today to learn more.
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