Roku Clarifies Advertising Strategy Amid User Backlash Over Startup Ads

​Roku has recently faced significant backlash after testing autoplaying video ads that appear immediately upon device startup, prompting the company to clarify its advertising intentions. Jordan Rost, Roku's head of ad marketing, emphasized that the company aims to make advertising non-intrusive and beneficial to the user experience, acknowledging the feedback and stressing that Roku constantly conducts user testing to improve engagement .​

• Controversial Ad Test: Roku tested a full-screen ad for "Moana 2" that played immediately upon device activation, leading to widespread customer complaints across social media platforms 

• User Reactions: The intrusive nature of the full-screen ad triggered significant discontent among users, with many expressing frustration over the interruption to their viewing experience 

• Company Response: In response to the criticism, Roku stated that the ads are part of ongoing tests to explore new ways of showcasing brands while maintaining a positive user experience. The company emphasized that these ads are not permanent features .

• Future Advertising Plans: Roku holds patents that could potentially enable overlaying ads on content from external devices via HDMI. However, Rost reaffirmed that the focus remains on enhancing the advertising experience within Roku’s own platform .