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Roku Inks Cross-Media Measurement Deal With Nielsen

Roku and Nielsen Sept. 29 announced a deal enabling for the first time four-screen measurement of content consumption across traditional TV, connected TV, desktop and mobile.

The pact affords marketers running ads with Roku to de-duplicate the campaign reach and frequency across all four screens in the home. This measurement, which begins in December, is available on the Roku platform, inclusive of any Roku media running through existing Nielsen measurement technology.

As consumers spend more time streaming, marketers are diversifying their media investments and continue to shift more dollars to TV streaming from linear. Streaming video consumption surpassed cable for the first time in July, capturing its largest share of TV viewing to date, according to Nielsen.

“Marketers can now better evaluate CTV inventory’s unique reach and frequency in conjunction with their entire Roku buy in a comparable and comprehensive manner, and advertisers can reduce waste and help ensure that relevant ads are delivered to the right audiences across devices,” Kim Gilberti, SVP of product management for Nielsen, said in a statement.

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The announcement builds upon a longstanding relationship between Roku and Nielsen that began with Nielsen Digital Ad Ratings measurement in 2016. Since then, more than 200 advertisers have measured their TV streaming campaigns on Roku.

“We believe that all TV ads will be accountable and measurable,” Asaf Davidov, head of ad measurement and research for Roku, said in a statement. “Our direct consumer relationship, our scale, and our tech all make us uniquely positioned to work with Nielsen to make measurement simpler and more accurate as marketers shift spend to TV streaming.”

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