Suggesting that their partnership offers improved cross-media comparability for TV and digital ad campaigns and enhanced monetisation opportunities, streaming platform specialist Roku and cross-platform measurement company comScore have confirmed that Roku will be the first streaming platform to enable syndicated measurement of video advertising through comScore validated Campaign Essential (vCE).
Publishers and advertisers that choose to participate can measure dynamically inserted video ads on the Roku platform with vCE metrics. Media buyers and sellers will have access to campaign metrics comparable with those used for desktop, mobile and linear TV advertising, such as reach/frequency, GRPs and demographics.
“As consumers shift their viewing to streaming platforms, advertisers need to follow,” said Scott Rosenberg, vice president of advertising and audience development, Roku. “Third party measurement solutions like comScore vCE give advertisers the demographic and cross-platform insights they need to confidently invest in over-the-top (OTT) platforms. By building third party measurement, sophisticated targeting and interactivity directly into the Roku OS, we are establishing our commitment to advancing the state of OTT advertising.”
“Although OTT now represents a major slice of media consumption, measurement of content and ads has not been consistent. In partnering with Roku, we’re filling this measurement gap with the visibility that advertisers need,” said Timur Yarnall, senior vice president at comScore. “This partnership represents another step forward in fulfilling comScore’s vision of comprehensive cross-platform measurement.”
According to comScore Total Home Panel data released earlier in 2016, Roku holds nearly half of the OTT streaming device market share in the US. Roku offers publishers and advertisers the most advanced ad capabilities in OTT. The Roku Ad Framework, an ad SDK compatible with major video ad servers and used by most publishers on the Roku platform, is integrated at the OS level, significantly accelerating the state of advertising on its platform and demonstrating the unique ability in OTT to combine digital capabilities with TV advertising.
“Our goal is to reach our customers where they are most engaged,” said Jeff Giacchetti, vice president, digital at Mediavest | Spark. “By broadening campaigns to address OTT audiences, we achieve a more holistic reach and guarantee that the users we want to connect with are actually reachable. Access to the same digital measurement tools on TV that we use on other platforms equals a greater understanding of consumers and the efficiency our clients expect.”
The ad-supported segment is the fastest growing on the Roku platform, making up more than half of the top 250 most-watched channels. Earlier in October 2016, Roku expanded its solutions for ad-supported content creators with Roku Direct Publisher making it easier to launch a streaming channel and encourage the growth of video ad inventory on the platform.