Streaming platform and device specialist Roku has introduced Audience Marketplace, which it suggests gives advertising buyers and sellers a new way to target audiences more effectively on the Roku platform in the US. By leveraging Roku’s first-party data and proprietary ad technology, publishers can use Audience Marketplace to sell targeted audiences on the Roku platform to advertisers.
Roku has extensive insights into its millions of OTT streamers, and offers the ability to precisely target specific segments at a household level. Among adults aged 18-34, Roku delivers 10.2 per cent incremental reach over linear TV, according to Nielsen.
“The business of streaming is winning – both in the minds of consumers and advertisers,” said Seth Walters, VP, Demand Partnerships, Roku. “As the industry’s leading TV streaming platform, we’re well-positioned to empower our publishers to unlock the full potential of OTT advertising and help them to meet the needs of brands and consumers.”
Initial publishers participating in Audience Marketplace include Fox, Turner, and Viacom. Advertisers can take advantage of the Audience Marketplace through programmatic or traditional direct selling methods. Marketers will benefit from the ability to more precisely message viewers across Roku’s leading TV streaming platform.
“Over-the-top distribution has been a key audience driver for Turner’s portfolio of premium content, with Roku being one of the preeminent partner platforms,” said Larry Allen, Vice President, Ad Innovation & Programmatic Solutions, Turner. “Participating in Roku’s Audience Marketplace gives us access to rich insights and enhanced audience targeting capabilities, extending the ability for ad buyers to reach and engage with streaming viewing audiences that are critical to grow their business.”
“Roku’s ability to precisely message luxury auto-intenders in premium TV programming unlocks great value for our clients,” said Garrett Winkler, Director of Connected TV Lead, Modi Media. “It helps significantly reduce waste and delivers a more relevant viewing experience. We see this as a huge step towards unifying targeting for connected TV campaigns.”
Roku is a pioneer in advanced OTT advertising with the industry’s first Nielsen measurement solution, native interactive ad technology, and its recently-launched Roku Ad Insights Measurement suite. Roku operates a large and growing dedicated OTT ad sales team. With the launch of Audience Marketplace, Roku is extending these advanced targeting capabilities to major publishers, as part of an effort to enhance advertising flowing through its platform, and to help publishers make their offering more compelling in an increasingly programmatic, data-driven TV advertising market.