Roku is expanding its advertising business to Mexico, where it said it’s the top connected TV platform for hours streamed based on research from Hypothesis.
As part of the launch, Roku is partnering with Entravision, a digital marketing and media company with local operations in Mexico, to help sell brands on the Roku platform.
“We are excited to bring our advertising business to Mexico, a market where Roku has already seen great traction and where streaming is becoming mainstream,” said Mirjam Laux, vice president of international platform at Roku, in a statement. “Our goal is to help advertisers and content partners invest for a world where all TV and all TV ads will be streamed. We look forward to working directly with brands and content providers to reach even more consumers through TV streaming in Mexico.”
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In a blog post, Roku said its users in Mexico won’t see much change to the current experience and noted that the free channels on Roku in Mexico already have integrated advertising.
“Roku will work closely with the various streaming services to incorporate advertising in a way that doesn't interfere with the streaming experience. The great advantage is that all users will be able to continue enjoying their favorite series and movies at no additional cost on the different channels with free content available on Roku,” wrote Gretel Perera, director of public relations for Roku in Latin America.
Roku launched its advertising business in 2012 and has since expanded availability of its players and third-party smart TVs in international markets including Germany and Brazil. During the third quarter of 2021, the company reported total monetized video ad impressions that nearly doubled year over year, which it attributed to client acquisition and retention.