Roku City wants to colonize Times Square. The purple-hued metropolis, the backdrop of the popular screen-saver Roku introduced in 2017, is invading New York City’s so-called “Crossroads of the Worl…
The purple-hued metropolis, the backdrop of the popular screen-saver Roku introduced in 2017, is invading New York City’s so-called “Crossroads of the World” in a bid to make the streaming platform more top of mind in the Big Apple just as the advertising world gets ready to hear pitches from a variety of new-tech video players.
Roku intends to promote its presence as a sort of gateway to streaming activity, and how it can weave commerical messages and interactive opportunities into the screens its subscribers see as they make their programming selections., president of Roku Media, in an interview. “What’s distinctive about Roku is that we are not in the streaming wars, but they are playing out on our platforms.”
The billboards are slated to run between April 17 and May 21 — dates that coincide not only with the NewFronts, but also the kickoff of the media industry’s’ annual “” market, when media companies try to sell the bulk of their advertising inventory for the next programming cycle. One sign might read “3.5 million homes in NYC. 70 million homes stream in Roku City .” Another might tell passers-by that “Dreamers come to NYC. Streamers come to Roku City.
Though Roku may not be duking it out directly with Disney or Netflix, it faces some of its own challenges. More of the entertainment companies it calls its partners are opening ad-supported video tiers, hoping to lure consumers into direct relationships with their own venues. These same companies are also pulling back on content spend, as they face new pressures from Wall Street to turn a profit – meaning Roku may have less content to which it can serve as a gateway.
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