Just to make a quick intro - my name is John and I manage the video ad business for publishers at Roku. Ad-supported channels are now the fastest growing segment on Roku, making it all the more critical that we are as communicative as possible with our developer community on how to monetize content effectively. Below I provide a comprehensive overview of several core aspects of the business and how you can work with Roku: The Roku Ad Framework
The main goal of RAF is to create a universal standard for client side ad insertion on the Roku platform that enables our publishers to better sell their inventory. To clarify - RAF is not an ad server. To give a high level example of how RAF works in relation to a video ad server:
1) Channel sends out an ad request.
2) RAF extracts client side macros as targeting parameters to the ad server.
3) Ad Server returns a valid VAST response.
4) RAF parses out the VAST response.
5) Impression and relevant beacons are served.
Some of the key features include:
- Natively integrates baseline & advanced advertising capabilities
– IAB VAST 2.0/3.0 processing
– IAB VMAP playlist management
– Interactive ad units (via Innovid in RAF V1)
– Nielsen Digital Ad Ratings (via planned RAF update in summer ’15)
– Utilizes Roku’s new privacy-friendly device ID (“RIDA”)
– Client-side macros for key variables like content ID, genre, device ID
– Automatically updates without rebuilding/resubmitting your app
We are constantly improving the capabilities of RAF and I am very excited to unveil what we've been working on at a later date. I will update the Roku community on the latest features for subsequent RAF releases. Navigating the Video Advertising Landscape
The digital video advertising ecosystem is complicated - and even more complicated on Roku and OTT! Fortunately video inventory on OTT is worth more (based on CPM - cost per thousand impressions) than Online or Mobile.
There are fewer ad sources that are selling Connected TV ads in the marketplace than Online or Mobile. Here are a few that should be able to get you started:
And of course, we can help fill your inventory as well!
In order to manage multiple ad sources you need an ad server. There are a plethora of options out there but I would recommend looking into the following:
DFP for Video
AOL One (formerly known as Adap.tv) Working with Roku to Fill Your Advertising Demand
We have an incredibly robust direct ad sales team and are happy to work with our publishers to help monetize their content and grow their audience. There are no upfront volume commitments required - we understand that it can take time to grow your user-base and we want to help get you there. Please contact me (firstname.lastname@example.org
) to further discuss opportunities related to video monetization.