Roku insights boost for OTT advertising
January 18, 2018
Streaming platform and device specialist Roku has unveiled further advancements in OTT advertising measurement by introducing Ad Insights. The new offering allows marketers to measure campaign reach and effectiveness across linear and OTT, and more accurately plan their OTT ad investments. The toolset helps brands analyse the engagement of TV audiences as they rapidly shift their viewing towards streaming.
The insights are derived from Roku’s first party data as well as the linear and streaming viewership habits of millions of active accounts and billions of streaming hours. Roku’s new measurement suite comes at a time of significant linear viewership decline. Traditional pay-TV providers — cable, satellite and telcos — lost 1.7 million subscribers in 2016, and the pace is accelerating with more than 2.6 million cutting the cord through September 2017, according to MoffettNathanson.
The Roku Ad Insights Suite includes:
- Reach Insights – Marketers can quantify unique campaign reach by demographic segments across linear TV, OTT, desktop and mobile
- Tune-In Insights – TV networks and content owners can measure the effectiveness of content promotions they run across linear TV, OTT, desktop and mobile
- Cord Cutter Insights – Marketers can target and measure campaigns delivered to Roku users who don’t have traditional pay TV subscriptions
- Survey Insights – Marketers can gather real-time feedback and demographic insights with short on-device surveys
“We are increasingly looking for ways to quantify the ROI from our OTT ad campaigns,” said Marissa Jimenez, President of GroupM’s Modi Media. “Roku’s new measurement tools allow us to better understand how OTT ads perform compared to other platforms, which in turn can influence media spend. This is a valuable resource to Modi and our clients.”
“With our rich first-party data, robust OS and relationships with our consumers we are in a unique position to continue to make meaningful advances in OTT measurement,” said Scott Rosenberg, GM of Platform Business at Roku. “Our investment in new measurement tools reflects our strong commitment to helping brands fully leverage the benefits of OTT advertising.”
Previously, Roku announced it was the first OTT platform to integrate Nielsen Digital Ad Ratings (DAR) and offer audience guarantees based on age and gender. In addition to Nielsen, Roku collaborates with leading research providers such as Experian, Kantar Millward Brown, Oracle Data Cloud, Placed, and others to provide transparent third-party measurement.