Last month, Roku found itself at the center of a backlash from users after a limited trial resulted in an advertisement for Moana 2 auto-playing upon powering on the device. Users across platforms like Reddit voiced their dissatisfaction, with many threatening to abandon their devices if such ads became a regular feature. The overarching sentiment from customers was a demand for moderation.
Roku users have generally accepted the presence of ad banners on their home screens and within the operating system in exchange for affordable hardware. Sponsored content is also visible within the company’s popular Roku City screensaver. For those opting for budget-friendly streaming players priced at $30 or $40, advertisements have become an expected part of the experience, crucial to Roku’s revenue model. However, the full-screen ad experience prompted considerable pushback from the user base.
After the recent product announcement event, I spoke briefly with Jordan Rost, Roku’s head of advertising marketing, about the recent uproar. The presentation did not address advertising, focusing instead on new offerings including Roku’s streaming sticks, updated TV models, smart home cameras, and software enhancements. The event also featured sushi prepared by renowned chef Masaharu Morimoto, as well as adoptable puppies, which was a first for Roku.
Rost acknowledged the discontent from users without explicitly addressing it. He emphasized that advertisers prefer to enhance the user experience rather than disrupt it. “We’re always in testing mode,” he noted. “User feedback is paramount; we conduct thorough A/B testing on our platform to adapt and identify improvements that will benefit users.”
He elaborated that all advertising efforts are intended to complement the user experience, from brand placements in Roku City to ads on the home screen designed to direct users to content they enjoy. The Moana 2 trial, in theory, was aligned with this idea, yet the negative feedback indicated that the approach was more intrusive than beneficial, despite the option to exit the ad.
In response to questions about Roku patents suggesting potential ad integrations into video feeds from external devices connected via HDMI, Rost maintained that the focus remains on their own platform for ad strategies. However, he assured that the vision to create more interactive, relevant, and “delightful” ads is still moving forward despite the recent feedback challenges.
For those concerned about these developments, alternatives like the Apple TV 4K are still available.
