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Mirjam Laux of Roku: Streaming is already becoming mainstream in Mexico
Liz Unamo| 7 de febrero de 2022
Mirjam Laux de Roku
For Roku, the Mexican market is one of the most important in the region – as the numbers show very clearly – so that launching a new branch of its advertising business there forms part of its growth in that country and its expansion in the region. Mirjam Laux, VP of Roku’s International Platform, explained the various reasons why they decided to first launch in Mexico as their point of entry into Latin America, noting that the use of “streaming is already becoming mainstream in Mexico. “We are excited to bring our advertising business to this important market. Latin America as a region presents a tremendous opportunity for streaming and TV advertising,” she said. She added that the company has been several years in Mexico and is already a leader in that market. “We offer a full lineup of Roku streaming players and work with 10 Roku TV brands in the market. We are currently the No. 1 TV streaming platform in Mexico.” Roku currently works with a three-phase business model in all of its international markets including Mexico, and which consists of: 1. Growing the numbers of users that have Roku devices or Roku TVs in their homes; 2 Ensuring that Roku users are enjoying and watching their favorite movies and TV shows by offering the best and most popular streaming services on its platform; 3) Once scaled the number of users that are actively streaming the Roku platform, it can then help advertisers directly reach these consumers by advertising on its platform. This third phase is the one it has currently reached in Mexico. It has already gained great traction in the market with a strong base of active users and by offering the best content, making it the right time to launch its advertising business in Mexico. The new unitTo the degree that more consumers switch to TV streaming, more advertisers are following them and are switching their budgets into TV streaming. “This makes TV streaming a key marketing channel for brands, as it also allows advertisers to reach their audiences in new ways and measure the impact. Our advertising business launched in the United States in 2012 and since then, we have worked with 90 percent of the top 200 Ad Age brands. We have expanded our advertising business into the UK, Canada, and now Mexico,” Laux said. There are four key areas where the focus is on offering the best possible advertising experiences for brands: Reaching consumers at scale: Roku has a direct relationship with its consumers who stream content through Roku devices, enabling better ad targeting and measurement. Access to premium inventory: Brands can advertise with trusted editorially curated premium channels, including local networks, film & TV, sports and lifestyle. Unique storytelling for brands: Reach audiences at scale and reinvent advertiser experiences built for TV streaming combining the best of TV and digital. Performance driven: Roku marries TV’s branding power with digital data to drive performance and results. Alliance with Entravision Entravision has been Roku’s trusted partner for its advertising launch in Mexico. “They will connect brands with Roku’s advertising network to effectively reach consumers through our platform. In parallel, we are building our local team further in Mexico with advertising sales leaders to work directly with brands and advertising agencies to plan, buy, and measure TV advertising digitally,” Laux said. Mirjam Laux was speaking from her vast experience in different world markets, from the UK to the United States and now to Latin America. “Something that I personally value and see across the region is the passion of the people. The energy, passion and creativity that thrive throughout Latin America is invigorating. We see that in streaming as well. Latin America is one of the regions where people are streaming more now than ever. I’m excited to work closer with the region and to connect with brands and advertisers that want to reach TV streamers through the Roku platform.”
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