U.S. HISPANIC Versión en español
Roku: We are doubling down on our investment in connected TV advertising as a growing trend in Mexico and LatAm
Vanessa Maldonado| 24 de abril de 2024
Luis Bianchi, sénior International Partner Marketing Manager of Roku: We will continue promoting streaming consumption in Mexico
Roku, the streaming platform with over 80 million users worldwide, has announced its offer for Mexico, which is a key market in Latin America for the company. The company is introducing Roku Ready, strengthening its Advertising division, and expanding its share in the TV sets market. Additionally, Roku offers over 55 FAST channels with more than 30,000 titles. The company has partnered with more than 15 brands, which has contributed to its market share growth in TV sets.
Luis Bahena, the Country Manager of Roku Mexico, recently highlighted that after almost a decade since its launch in the country, the platform now offers four devices and supports 15 TV brands. Recently, Roku has also launched on OLED as they believe that content should be available to everyone. Additionally, Roku updates its devices twice a year.
Furthermore, Bahena introduced the Roku TV ready program, which ensures compatibility between audio products and Roku TV, providing users with greater confidence in their viewing experience. He also announced Roku’s partnership with the Bose brand.
Regarding the Roku Channel, it has become one of the top five most-viewed applications on Roku in just a year and a half. Every month, they update their content based on consumer behavior.
STRENGTHEN THE ADVERTISING AREA
To strengthen their advertising business and provide an accurate commercial guideline for brands, Luis Bianchi, Senior International Partner Marketing Manager at Roku, has stated that Mexico is a focus country in their international strategy.
According to Bianchi, Roku offers an advertising solution on connected TV that combines the best of both worlds. Brands can have 30-second video formats with strong results and engagement, along with digital metrics. This is why they have partnered with TV Azteca to market to traditional advertisers, while also providing in-house advertising solutions for endemic clients
He mentioned that advertising on connected TV is a fast-growing trend, especially in the US. However, this trend needs to be strengthened in Latin America and Mexico, as it follows the same streaming trend. Roku’s vision is that all television content will be streaming in the future. They believe that content and advertising will go hand in hand.
He emphasized the importance of Mexico for Roku, where they hold a 40% market share with their televisions and over 50% market share in devices. Roku Channel offers a lot of free content, and they have already launched more than 50 FAST channels, which is one of the current trends. Their focus is to involve the Roku user and show the potential and value of the platform to those who are not yet using it.
He stated that since 2020, consumers have shown a growing interest in smart TVs, and many brands have started offering them as part of their range of products. However, there are currently many different operating systems available in the market, which may not be economically viable in the long term. Therefore, he believes that eventually, only a few operating systems will remain, and his company will continue promoting streaming consumption in Mexico.
