If Roku wants to contend for a larger share of advertisers’ TV budgets, it could use some original programming.

Roku’s recent pitch to advertisers has centered on its ad-supported Roku Channel, which lets people stream certain movies, TV shows and live news programming for free through Roku’s connected TV platform, website and apps. But the bulk of the content there consists of old movies and TV shows. Roku’s audience targeting capabilities have helped Roku Channel to win ad dollars, but TV advertisers, in particular, can be a harder sell. These advertisers are conditioned to care about content, and Roku asking them to buy Roku Channel’s inventory is like a cable TV network pitching re-runs of ’90s sitcoms.

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