New features rolling out over the next few weeks are streamlining the way Roku’s ads work. Most notably, they will allow users to subscribe to specific channels or follow a certain television show by clicking a button within the ad. Innovid, one of the main adtech companies working with Roku on this functionality, told me that it sees the future of streaming television advertising as resembling social media more than cable television.
Source: Roku’s New Plan To Stay Competitive In The Streaming Wars: On-Player Advertising