More advertising may soon appear on the Roku main screen.

Through the addition of interactive and shoppable ad formats, Roku intends to “immerse advertisers in more parts of the home screen,” as vice president of global ad sales and partnerships Kristina Shepard told AdExchanger last week at CES.

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Advertisers can attract viewers who might utilize the ad-free version of well-known streaming services like Disney+ or Netflix by adding additional advertising to the home screen.

This happens after Roku has been attempting to increase its visibility among rivals. More advertisers would then get interested in this. Last year, the streamer started adding advertisements to various features of its service and unveiled its own range of smart TVs.

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The most recent business to investigate incorporating shoppable advertisements into its product in recent months is Roku. The practice of shopping straight from your TV seems to be a component of a broader movement to give consumers a more seamless experience across all platforms. In an era where media firms are looking to save costs and make a profit on their expensive streaming services, interactive adverts also provide a new source of revenue.

This coincides with the recent addition by Amazon of full-screen video adverts that automatically play when users switch on their Fire TVs.

Before Roku, NBCUniversal, Walmart, Telly, a smart TV manufacturer, Disney, DAZN, and home entertainment startup Displace all announced plans to expand their offerings to allow customers to shop straight from their TVs.

Roku did not respond to requests for comment right away.