Roku has appointed Patrick Harris as Senior Vice President of Global Media Revenue, effective March 9. Harris, a veteran of Snap and Meta, will lead the streaming platform’s ad-sales efforts as it seeks to capitalize on growing advertising interest in “connected TV.” He will report to Charlie Collier, President of Roku Media and will be based in New York.
Expanding Roku’s Advertising Reach
Collier described Harris as “a builder” who will be instrumental in expanding both traditional and “performance” advertising operations – commercials designed to prompt specific consumer actions, such as purchasing a product. Roku is positioning itself as a key player in the advertising sector, leveraging its early adoption of streaming technology and understanding of evolving consumer behaviors.
Harris brings extensive experience to Roku, having most recently served as President, Americas at Snap Inc., overseeing the company’s largest business and advertising partnerships in the U.S. And Canada. Prior to Snap, he spent 12 years at Meta (formerly Facebook) as Vice President of Global Channels. His career also includes leadership roles at Microsoft, where he helped develop search advertising revenue for Bing.com, and Reprise Media.
Focus on Advertiser Performance
Roku is increasingly focused on helping advertisers achieve measurable results, and Harris is expected to play a key role in this effort. Collier stated the company aims to attract a wider range of advertisers, including smaller and regional businesses, by providing tools and strategies to drive “incremental reach” and “return on ad spend.”
Recent initiatives include forging alliances with demand-side platforms to facilitate broader programmatic advertising buys and offering creative design assistance through its new Ad Manager product. Collier indicated a goal of expanding Roku’s advertiser base “from hundreds to thousands to tens of thousands.”
Frequently Asked Questions
What is Patrick Harris’s new role at Roku?
Patrick Harris will serve as Senior Vice President of Global Media Revenue, directing Roku’s ad-sales efforts.
Who will Harris report to at Roku?
Harris will report to Charlie Collier, President of Roku Media.
What is Roku’s goal with its advertising strategy?
Roku aims to expand its advertising base and help advertisers achieve measurable results, driving consumers to take specific actions after viewing commercials.
As Roku continues to evolve its advertising capabilities, how might this impact the viewing experience for consumers?
