LAS VEGAS — Roku already offers advertisers “Superbowl reach every single day.”

Now it also wants to bring them new, interactive, shoppable ad formats and help streaming TV providers win back customers.

In this video interview with Beet.TV, Jake Piasecki, US Head of Verticals, Roku, explains the latest trends.

Roky joined GroupM’s recently-formed Ad Innovation Accelerator program, which GroupM said will “strategize and create scalable ad formats that are designed to be ubiquitous across ad-supported streaming environments such as Peacock, Telly, The Roku Channel and YouTube, among others”.

“We’re extremely excited to be partnering with GroupM and all the other partners that are involved with it,” Piasecki says.

The collaborative effort aims to ensure interoperability across streaming platforms, enhancing viewer engagement beyond traditional TV spots.

“Simply taking your 15 and 32-second linear TV spots isn’t doing justice for what the opportunity in streaming really is,” he asserts.

The move towards standardization is seen as a natural progression in the face …