There are now so many device options for receiving television “over the top“, that the space underneath the bottom of TV sets is becoming cluttered.

But one stands head and shoulders above others, according to a boss from one tech company helping advertisers deliver in to the new channels.

“(There is) anything from smart TV, a Samsung or an LG smart TV with apps, or streaming devices like Apple TV or Roku or Amazon Fire or Chromecast,” says Innovid co-founder Tal Chalozing.

“What we see right now – just in terms of share, we see Roku as the largest device right now in terms of delivery of ads on a monthly basis.”

Park Associates’ sales data showed Roku was the leading installed OTT device in Q1 2017, though Amazon this January said its Fire TV Stick was beating Roku, without breaking out sales figures.

Earlier this year, Roku introduced Roku Ad Insights, a suite of four tools to measure the effectiveness of ads placed in its platform.

But Chalozin, whose company has been going a decade, says he can already see Roku doesn’t just have more users – it has the most engaged users.

“And also in terms of engagement, we see Roku is leading the charge in terms of catering to an audience that understands that this is not television in the way that television used to be, but television that you can create a two-way communication with,” he adds.

“People will pull in their Roku remote, understand that there is a call-to-action, interact, click on the remote, use left and right (buttons), even voice navigation in order to engage with a commercial.

This video is part of Beet.TV’s coverage of the Digital Content NewFronts 2018. The series a co-presentation of Beet.TV and the IAB. Please see additional videos from the series on this page.