Ben Willee, executive director – media and data at Spinach Advertising, said the Australian approach wouldn’t hedge on streaming, but on Roku’s data capture.
“Fox’s bet is that owning the customer relationship, audience data, and advertising platform could be worth more than owning another TV channel,” Willee told AdNews.
“For Australia, the immediate impact is likely to be modest because Roku is not a big player. However, the strategic message is significant.
“Retailers have shown that customer data can be valuable, and media companies are now chasing the same prize. In modern media, the profits increasingly go to whoever owns the checkout, not the people selling the products.
“It’s a bit like discovering the real money in the gold rush wasn’t made by the miners, but by the people selling the shovels.”
