Roku Channel Is Launching Its First Branded Content Hub

The MillerCoors-sponsored campaign will run for four months

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For the first time, a branded content hub will be part of the Roku Channel, in an attempt to give consumers content they might be interested in naturally watching on the platform.

MillerCoors is sponsoring the hub as part of its “Thirst for More” campaign. Content from two publishers, Nat Geo and Great Big Story, will populate the hub with pieces about exploration that range from one to seven minutes long.

“We have always looked at our job at Roku with regards to advertising as creating new opportunities for brands to speak to viewers as they switch to streaming,” said Scott Rosenberg, svp, gm of platform at Roku Inc.

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