Roku may eventually send ads to your Xbox or Apple TV

Main points

• Roku is considering routing ads through the HDMI channel to display targeted ads during pauses in content consumption.
• A new patent outlines showing customized ads based on content consumption patterns, raising privacy concerns.
• Whether Roku will implement this feature is still uncertain and may depend on consumer acceptance and sentiment.

As it becomes increasingly difficult to escape the world of targeted advertising, Roku seems to be constantly thinking of new ways to further expand the reach and relevance of its ads to consumers. In a patent application recently reported by Lowpass, the popular streaming box and smart TV company outlined the concept of routing ads through the HDMI channels of its TVs.

“When the media device pauses media content, the display device can determine that a pause event has occurred and insert an advertisement that is displayed on the display device,” the patent reads.

For example, if a user leaves the Roku home screen and turns on an Xbox, Apple TV, or other such device, Roku will push ads onto the experience while idle. The idea behind this is that when users pause the video game they are playing or the show they are watching, this would be a perfect opportunity to display ads on the idle screen.

“When the media device pauses media content, the display device can determine that a pause event has occurred and insert an advertisement displayed on the display device,” the patent reads.

The patent also describes ways for Roku to analyze TV users’ content consumption patterns to improve the relevance of the ads displayed.

The patent also describes ways for Roku to analyze TV users’ content consumption patterns to improve the relevance of the ads displayed.

“Additionally, some embodiments include determining the context and/or content of paused media content and determining advertisements to be displayed on the display device that are customized based on the determined context and/or content,” the patent states.

Of course, this patent is by no means a confirmation that the concept will ever see the light of day. Tech companies are filing for patents almost all the time, many of which are still in the concept stage. Whether Roku decides to pass on HDMI advertising into the products it actually sells is anyone’s guess. As always, the real litmus test may be consumer confidence.

Of course, in a few years this practice may become commonplace. When it comes to cheaper smart TVs, it’s not hard to imagine a company like Roku justifying its advertising by the relative affordability of its hardware.

More important than the ads themselves, the idea of ​​television evaluating users’ consumption of content and usage patterns is just the logical next step that I just hope never comes to fruition.